The Frankenmuth Chamber of Commerce and Convention & Visitors Bureau came to us with a complex challenge. As the face of a city steeped in Bavarian heritage, they found themselves lacking a cohesive identity that truly captured the essence of Frankenmuth. The existing branding failed to strike a balance between honoring their rich Bavarian roots and appealing to a broader, modern audience. They needed a strong, recognizable identity that would resonate with both tradition-seekers and those unfamiliar with Bavarian culture.