The induction handbook that became a brand platform
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A forty-year-old document nobody had opened held the clearest articulation of the business we had seen.
It was in a filing cabinet in a room used mostly for storing chairs. Ninety pages, typed, with a foreword written by a founder who died in 1998.
The foreword did in three paragraphs what four agencies had failed to do in a decade: it explained why the company existed, in language nobody would mistake for anyone else's.
We did not invent a new position. We photographed those pages, read them aloud in the workshop, and asked the room whether it was still true. It was. The work after that was mostly a matter of removing everything that had accumulated on top of it.