It started with the Marketing Director, a Marketing Lead (who would be promoted to Marketing Manager in the middle of the project), and myself, the Design Lead (because Art Director would have sent the wrong message in the corporate hierarchy of titles). We sat down in January 2012 and mapped out what we needed to do: website, brochures, tradeshow displays, advertising campaigns, and on and on.
That was the practical part. The other part – the more important part – was the change in PTI’s messaging we hoped to accomplish: it’s not what we do, but why we do it. PTI builds workforce accommodations for its guests. Focus on what motivates the customers, and frame the conversation around that.
