As part of our discovery phase it was important for us to understand PGC’s key differentiators and how they wanted their brand to be perceived. There were three differentiators that immediately surfaced. First, customers turn to PGC because they know they can handle the most complex projects. Second, PGC frequently has to pivot for customers while staying within the confines. And lastly, PGC only provides premium materials for their customers. These were the anchors for moving into visual design.