Our efforts began with a series of internal sessions, gathering stories and perspectives on where the company was heading, and how fast it could get there. We heard about a dramatic shift in everyone’s workday experiences. Leadership’s focus on employees was driving greater engagement and higher productivity. In external research efforts, tenants remarked on the positive change, as did business partners. Grafik captured the forward momentum in a new brand mantra, It Starts With You, and set about to create a new brand identity under a name that was familiar to stakeholders, and entirely new for target markets: Aldon.