Visit Springfield partnered with Camp Ape to create a centennial visual identity system that balanced historic nostalgia with contemporary design. The system was transformed into premium merch worn by Missouri's Governor, city officials, and TODAY Show staff during the national broadcast kickoff—the branding was the most well-received in the community. The graphics became the cornerstone of Springfield's new visitor center, generating thousands of dollars in revenue through print production of brochures, branded merchandise, and other collateral purposes.