When AB Phillips first walked through the door, they were a business that relied almost entirely on word of mouth and cold call sales to obtain work. They had an out-of-date, very hard to use brand style guide that did nothing to communicate their benefits to potential customers and was getting in the way of helping them sell, rather than selling for them. We took their brand back to first principles, developed a full brand strategy, simplified their style guide so it was easier to use, and helped them become a business where the brand is attracting the warm leads for their sales team and cold calling is a thing of the past.