A 45-year-old trade organization serving the entertainment industry, NATPE was in need of a new value proposition that resonated with today’s content creators. Big Fish’s brand strategy repositioned NATPE’s annual conference as “a global content marketplace for a digital world” that put “content first.” The strategy was visually interpreted by designer Marika van Adelsberg who created a new logo, color palette, website and ad campaign. The result? Registration numbers were way up and two of the host hotels sold out six weeks in advance. Thanks to the rebrand, NATPE is once again a vibrant organization for industry players.