New investment and energy in Downtown Corpus Christi were beginning to bring citizens and visitors back to the most authentic area of the city. But, it needed a new identity. The Corpus Christi Downtown Management District wanted to reinvent the area as Marina Arts District. We created a theme and visual identity that uniquely captured the marriage of marina and arts. The Launch Your Craft campaign serves as a bridge between the water-focused activities in the marina and the creative culture of the lower downtown area.