We built a brand to illustrate a leader’s special background. The owner of an event management company franchise was preparing to close the doors on this operation and start anew. The franchise model had been presenting challenges and the potential to launch a new full-service events agency that showcased the personality, and prestige of the owner was exciting. With the owner being a seasoned event management and production professional, we discovered that her pathway to this career was very unique and offered competitive value to clientele. Boasting a rich background in engineering, lean six sigma and international business – the new events agency promised the advantage of events that are executed with a heightened level of precision, efficiency and diplomacy. We used this story to shape the entire integrated brand system. Prism is a term relevant to the engineering field, and “shine through” as the tagline reinforces the name while communicating how the agency will help clients showcase their own brand value through events.