Knowing the potential merger challenge around maintaining trust with employees, customers, and partners, as well as the general industry challenge around differentiating in a competitive space, we set about creating a brand identity and launch strategy that would emphasize company culture, trust, and interconnectedness. We had interviews with stakeholders, external partners, and staff to make sure all voices were heard and leveraged those voices to shape the brand. One of the themes that came through during the interview process was that people felt tremendous trust toward the female leadership driving the organization. We leaned into this trust and the ways that people described these leaders when approaching messaging.