Character. The Creative City Project. Conflict. Needed to create a separate brand for their annual performance and installation arts event. Climax. Brainstormed, a lot. Talked with founder, Cole NeSmith, about his vision for the event—to create an immersive experience for visitors. Worked through a more poetic messaging direction that could entice a wide audience, even unartistic patrons, to attend the event. Resolution. Developed the event’s new brand name, IMMERSE, and wrote inspirational web copy to match the mystery and creativity of the event. Since launching the new brand, IMMERSE has grown to a two night event and inspired thousands of people from all walks of life. Epilogue.Read it for yourself.