Process, as it relates to reinvention, is a big step for any corporation. And as we worked with Adlib Software to rebrand their company and product, they were extremely passionate and intentional about each decision along the way. We started with brand workshops and interviews both inside and outside the company, and partnered with their marketing department to organize a support team for further research. A big issue was their naming. “Software” had become too small for where they were going as a company. A new tagline, “think efficiency” was introduced, capturing the essence of their bold objectives and global ambitions. With Adlib, we seamlessly leapt from the think tank work into creative rollout – assisting with every part of the brand launch.