Our approach was to engage GVB in a “collaborative visioning process” and engage stakeholders in the planning for the future of the brand. The team began working with GVB to better engage private and public sector support for GVB’s objectives. Overall public engagement with the brand was increased as initiatives to increase awareness of the brand and its values were successfully executed. Public events and programs were developed and executed to create a relevant connection between the visitor industry and the community. A refreshed creative approach to the brand communications program was also implemented. The unified look and appeal of the branding effort is working to increase community affinity with the visitor industry.