Tourists visiting Japan often pass by without stopping at Shizuoka, when heading for Kyoto and Osaka from Tokyo, especially on the bullet train. Although the prefecture has the same size as Hamamatsu city, there was a side of Shizuoka's hidden uniqueness. "ON STAGE SHIZUOKA" is an annual performance art festival organized by Shizuoka-based SPAC (Shizuoka Performing Arts Center). We were appointed as the branding director of the project, advocated as one of the five significant initiatives of Shizuoka city. We questioned what kind of branding was needed to nurture and raise its civic pride. To promote Shizuoka city with its potential to become a sacred place for performing arts worldwide, we started with projects "DAIDOGEI WORLD CUP IN SHIZUOKA" and "WORLD THEATRE FESTIVAL SHIZUOKA. We questioned what kind of branding was needed to nurture and raise its civic pride.