A tale of two cities all too common – two business units, each delivering exceptional value to customers but with no clear connection between the two, ultimately leading to confusion in the marketplace. Focused Image brought together Jefferson’s two legacy entities – Jefferson Business Consulting and Jefferson Solutions – under one umbrella brand, Jefferson Solutions Group. Our process began with our proprietary BrandNew™ methodology and a comprehensive audit of existing market-facing materials to identify gaps, consistencies, and areas for improvement. We then clarified the Jefferson Solution Group complete offering, identifying the value to each audience segment. The brand launch was supported by a new corporate website and a suite of marketing materials to clearly communicate the new company structure and establish consistency in its visual presentation.