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Though Origin was initially called in to discuss a new marketing campaign, it quickly became clear that more than a simple direct mailing and some online ads were needed. What was then Coleman, Joseph, Blitstein & Stuart was growing and changing rapidly and needed a new identity to reflect the more youthful, energetic spirit within the firm. Discussions also revealed that there were undeniable benefits to creating a clear separation between the consulting practice (CJBS) and its more prosaic accounting services. Origin took the partners through an identity and positioning exercise, in the process developing Questus as the name of the new division. Clarifying the corporate structure and market position for each group improved employee morale and increased the team feeling within the firm. And the new brand graphics gave the company reason to communicate with markets it had been hiding from for years.