The Watershed Agricultural Council hired CRSR to create a new Pure Catskills brand platform, to launch a new visual brand and further their existing Pure Catskills initiative. We performed an extensive communications assessment prior to extensive on-the-ground live consumer surveying at the New York City Green Markets. The collected data helped to inform the organization of this prime target audience’s perception of the Catskills. This information was then used to form the basis of the messaging platform and communications plan to launch the brand successfully. An image campaign and templates were also created to correlate to a series of testimonial videos that the client had captured.