Active Kids Association of Sport has a long history and multi - standing generations of campers turned staff in the books, but its existing branding no longer reflected the organization’s mission or differentiators — especially as they approached their 20th anniversary. A significant problem was how to market towards their very large variety of target audiences consisting of parents, staff, campers, and sponsors, who simply weren't connecting to the original branding anymore. The goal was to reignite the brand in a way that; 1) honored its legacy, 2) re-connected with its existing followers, 3) attracting new families and growing their audience, and 4) all the while exuding an energetic, kid-centric, trustworthy, and engaging brand for families and community partners to support.