A MAN UNDER THE ICE was an acclaimed exhibition in Quebec, drawing over 100,000 visitors. However, the same show in Saskatoon was getting little attention and losing money. I was brought in to rebrand it without altering the visuals or the name. Together, we shifted the focus. With the show opening in March after a long, hard winter, we embraced the season rather than hiding it. We spotlighted the animals and the thrill of getting up close to wild polar bears and seals, positioning it as a perfect outing for the whole family.