With hundreds of products and services for multiple types of customers in the mobile device industry, it was hard to understand what BrightPoint does and the long-term value it provides. By creating a powerful brand idea to drive communications and behaviors, and also simplifying the vast product array into an easy-to-understand architecture, customers, employees and investors have a better understanding about the breadth and depth of what the company does. From the brand strategy, we designed an updated identity, a comprehensive visual system and website. In addition, we created a new sales presentation to help existing customers expand their relationship, and new prospects understand the full value BrightPoint has to offer.