South Summit turned 10 as a series of world-class events showcasing the world's most innovative startups and a business ecosystem that is home to one of the most incredibly valuable networks for entrepreneurship and business. They looked forward to the next 10 years with renewed hope and motivation, but also with a whole new set of challenges and demands for their brand to remain relevant in a rapidly evolving world of business, innovation, technology and human relationships. To help them thrive in this new context, we developed a brand strategy based on three key territories: Southern Culture, Valuable Connections and the World of Entrepreneurship, which we then articulated in a core principle that revolves around the idea of facilitating relationships by connecting people through positivity, courage and collaboration. Finally, we created a core brand concept that encapsulated our entire strategy: the Summit, as a point of convergence and ultimate reward from which to look to the future. We supported this brand concept with an original and exciting verbal and visual identity that captured the vibrancy and energy of the South Summit events.