LeaseQuery was a company focusing on accounting software that had grown in both mission and capability. They had a great advantage in the spend intelligence space and asked us to work with them to create a new brand focused on establishing and owning their place in this upcoming software category. They had come up with a new name—FinQuery, which represented their new, more holistic, single-platform approach to finance and spending management—so our job was to build out the narrative, create the visual identity, and establish the brand personality and story of their innovation in a clear, crisp way that represented the ethos of the company and the experience of using the products.