We kicked-off our work with Animax with a two-day charrette in June 2020 with executives and key employees exploring two key questions. First, how would its brand change after its purchase in 2019 by Cityneon? And second, what should the brand be for its latest creation, a ground breaking animatronic solution? These charrettes were part of a larger scope to develop a new brand for the company and a new brand strategy for its latest creation—which we called ATOM. In addition to the charrete, the scope included market research, brand story, new brand mark (logos), color palette, etc. Because of the pandemic, the work was finally unveiled in Orlando at IAAPA’s 2021 trade show.