Attracting talent, particularly for our technology and client support teams, was a crucial initiative as our market share began to grow and product development increased. Our number one means of engaging students was through campus recruiting and we needed a way to stand out from the crowd of companies competing for the cream of the crop graduates. Through a collaborative approach, I worked with human resources, and leads in technology and client support, to craft a new tagline, "Technology Drives Our Business. What Drives You?" Once we nailed down the tagline, a host of materials and additional messaging were developed, from brochures and signage, to tradeshow booths and the website. To give a sense of employee ownership and authenticity, I also art directed a photo-shoot of actual employees to be used throughout the collateral and website.