After a bankruptcy, asset selloff, and then two years of terrible weather, the State Fair of Virginia had a lot of work to do. In 2017, attendance was at its lowest in memory. They called on us, and the brand overhaul began. We started on Facebook, where we turned critics into supporters by asking them what they love about the fair. Their input led our photography and concepts for creative work. We also conducted internal research, gaining insight on emotional drivers. The result: a new mission statement, new logo, new brand book, new partnership with Publix, TV, print, social media and radio and tagline of inclusion, “Where it all comes together.” The fair’s Facebook fan base more than doubled to 105k. More competitors entered the contests. And attendance repeatedly broke ticket sale records, with 250,000 attendees per year.