This campaign was the result of a semester's worth of research and work for the capstone course in the advertising major at Temple University. The challenge, as it was presented to us, was to increase membership of mid-upper level management employees in the advertising and marketing industry in the Philadelphia Interactive Marketing Association (PHIMA). Our research suggested a lack of brand awareness and confusion so we decided to rebrand PHIMA as IM IN, complete with a new logo design for Interactive Marketing and Innovative Networking Association of Philadelphia, featuring City Hall as the second "i". The campaign followed a humorous tone to highlight the benefit of the association's networking events as a way to stay current with the changes in the industry. This campaign was chosen by the client as the winning campaign.