Together with a working group from the board of the association and PR experts, the public perception of the established employee of the creative industry in the Leipzig country should be adapted to the new goals of Kreatives Leipzig. A communication concept was developed for this realignment and a new visual identity was sought. After researching the market environment, the actual state of the image, a precise formulation of the problem and a joint strategic positioning of the association with the public relations team, we developed a new corporate design. A former local association became a national acting stakeholder in an entire industry. This was not visible before and therefore not credible.