New language, tone and content began to position The Alliance as a strategic ally, as opposed to simply another self-funding insurance vendor. We found examples of “smart” services/products and customer stories, introducing them crisply and with authority. A new theme line positioned The Alliance as the intelligent choice, and a fresh new marketing platform piqued curiosity. Last, we provided tight design templates and an image library so the client could do future work internally. This look/feel was intentionally developed for ease of implementation using the client’s current design resources and budget.