To create a brand and identity, with 3 pieces of supporting advertising, for an IFO (Identified Flying Object). I chose a frisbee. The difficulty I found was how to encourage my demographic of middle-class 25-37 years olds to play with a frisbee in a digital world. The solution was to appeal to their basic human desire to belong. FRiSM’s simple concept is that humans want to belong to a tribe, a group, or even, a team. The way to brand my frisbee was to create a social/competitive/team based identity that people could become invested in.