amaican Made Christmas, an event conceptualized by National CEO, Butch Hendrickson in 2015, was created to provide a free platform to small local manufacturers and artisans, who otherwise may not be able to afford to market their products on such a large scale. Taking the brand from an idea to an annual event highly anticipated by the public, required a collaborative approach to see the project come to life. Purposeful design allowed the event to create its own brand that allowed its application through a variety of touch points such as marketing materials, event branding and advertising activities. Working closely with the National team, we were able to tell the story behind the intention of the initiative, which supported the company’s emphasis on mentoring and growing the local manufacturing industry. In the 5 years of the event, we were successful in increasing vendors requests for participation, attendees to the event and revenues for participating vendors.