Experiences Intersect with the Culture

The year was 2020 and the team was preparing for the most epic summer for the community’s kids and families. I had envisioned this multi-event, summer-long experience. The team had developed the brand considering the cultural context and what would not only attract our target audience but also communicate the brand’s vision.

We were stoked.

But, the year was 2020 and nothing went according to plan that year.

As we prepared for the summer, we coordinated venues, talked with vendors, began to flesh out marketing campaigns, and began to build out the experience.

And then, COVID, the pivot of all pivots.

So, we reimagined the experience - same vision, same epic summer - but we worked with the local regulations and the community needs, and put our creative approach into overdrive.