NMS, Inc., an Ohio-based CPA, business and financial advisory firm, sought to spin off, position and grow one of its businesses, which helps companies form and manage captive insurance subsidiaries. The companies they insure wholly own these captive insurance entities, improving their risk management while growing wealth by capturing underwriting profits that would otherwise flow to commercial carriers. After discussions with company principals, a review of customer engagements, and online category research, GlobalFluency developed a fresh messaging and positioning for the company, developed a new name, CapSure, and logo, and produced the company’s initial website. We also produced a brand guidelines and sales collateral, including a brochure, presentation, case studies and FAQ. All of this was completed in just six weeks. We also developed a new industry white paper, which is now being promoted through GlobalFluency networks to drive lead flow.