To help it outperform its competitors in an increasingly tough market, BNY Mortgage originally needed a distinct brand that resonated with the 62+ audience and differentiated it from its former parent company—Bank of New York. Then, about a year later, they were bought by a new parent company—EverBank. Could the newly minted brand withstand the transition? Of course. After all, the company's brand essence had not changed and the brand identity we developed had proven its strength with customers and employees, so there was no need to discard it. So we kept the successful "relax. enjoy. live." tagline, and simply adapted the graphic identity to fit within the new parent company's master brand.