How do you create a brand in a country you don’t live in? That was the question that was posed during the strategy phase of developing the Ghana Creative Summit. The Ghana Creative Summit was established to dismantle silos that prohibit creatives from working at their full potential within Ghana and on the continent. The summit is designed to empower the community with resources, professional expertise, and networking opportunities and help connect creatives throughout the diaspora. For this project, I was tasked with learning the culture and creating a brand that would resonate with the creative community and entice those same creatives to register for the event. I traveled to Accra, Ghana, to fully immerse myself in the country’s culture. I held meeting with creative professionals in the area to better understand the history of the country, the creative industry landscape, and how to better resonate with our target audience for the event by understanding their pain points, and needs.