Built by an entrepreneurial spirit and strategic acquisitions, MGS has become a highly innovative manufacturer, well respected for its excellence in toolmaking, molding and equipment. However, its true differentiation – the ability to integrate these competencies to accelerate customer success – was too often not understood or accessed. A strategic branding initiative that uncovered market insights, competitor behaviors and key differentiators repositioned the company around its most significant customer advantage: Limitless Solutions. Single Source. With the identification of the customer advantage, we were able to reinvigorate a brand message for a proven brand, establish a digital presence indicative of an industry leader and use photography and video to bring the message to life.