Visit Annapolis & Anne Arundel County (VAAAC) wished to update the brand kit for its leisure tourism brand “Visit Annapolis”. Our team worked with their legacy brand elements, but updated the brand identity kit which defined the overall brand rules, colors, fonts, and logo usage. This brand kit was then used to create the new website, campaign, a promotional video (used on the new site as well as YouTube and Facebook), and marketing materials. We then segmented our findings from focus groups to attach three different blogs to the site that we found to be the top demographic indictors for the city: Food, History, and Exploration. As the VAAAAC is a destination marketing organization, we recognized the importance of portraying an experiential element to the site’s users. Creating new, relevant content on the site – along with the three new blogs – resulted in an updated perspective for users regarding the city as a whole. To meet the organization’s needs, we also updated the organization’s meetings and corporate sites to ensure an easy user experience for potential planners, media releases, and other prospective opportunities.