As the oldest custom home builder in its region, an upscale builder boasted plenty of satisfied customers. But this understated quality builder was being overlooked by homebuilders and architects in favor of newer contractors who boasted more marketing muscle. The Intelligence Agency's branding research among current, lost, and prospective customers provided a snapshot of what made the company great – and what would make them even greater going forward. Based on that research, the Agency "renovated" their client from the ground-up, including everything from operations, sales, and marketing. At its core was a ten-point customer pledge that specified precisely what the company stands for – and what the customer can expect. The Agency also carried the message through a new logo and identity package that reflected craftsmanship, a complete, flexible sales support collateral system, and an aggressive public relations program. Just months after completing the process, the company was featured in the pages of several local newspapers, while a measurable increase in new prospects and customers began rolling in.