The Mid-Continent Dental Congress, or MCDC, is an annual conference put on for over 75 years by the Greater St. Louis Dental Society. The conference is an event for dentists, hygienists, and staff to gather, learn, and share. In 2020, the conference is being moved from St. Charles to the St. Louis Union Station. The team was looking to leverage the new venue to rebrand the conference and grow local and regional attendance. We helped them develop a new brand identity by re-establishing their brand position and core messaging as well as visuals such as a logo, typography and color palette. We then used the new branding as the foundation to build a full digital marketing strategy.