What began as a grassroots art project has evolved into a respected cultural summit. Four days long, spanning nine counties, with over 155 artists and gallerists, UAW’s ambition had outgrown its DIY branding. A thoughtful strategic shift was needed to maintain its authentic community roots while also building the authority and infrastructure needed to attract major sponsors and media attention. A refined brand evolution established legitimacy in both the local and far-reaching art communities, with the most visitors to date. Press coverage more than tripled, including a first-ever Vogue feature, fueling regional culture and commerce. Today, what was once a scrappy gathering is now the premier art fair north of New York City.

Category: Event, Tourism
Partnership: Positioning, Messaging, Visual Identity, Digital, Experience
Impact: Visibility, Sponsorship, Attendance, Press