Problem: Disco fever burned across America in the 70s, and Buffalo, New York was definitely hot! While major cities such as New York get the credit for the genre's uproar, Buffalo deserves recognition. It was home to the only super-jet disco and hosted a local Step-By-Step dance show which featured popular DJs of the time. Today, Buffalo keeps the groove going with its annual World's Largest Disco Festival, yet the event doesn’t highlight the city’s influence on the era.

Solution: Rebranding this event to emphasize Buffalos significance, while providing nostalgia for the funky era that was the 70s.

Strategy: Seamlessly combining the history of disco with Buffalo-inspired brand elements, to produce a modern day disco while providing hints of nostalgia.