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A Different Way to Bring an Industry Leader to Market

VSI created the category of recreation management software, and over the last 30 years established itself as the industry leader—providing solutions to almost 1,000 cities, municipalities and counties, as well as every branch of the U.S. armed forces.

But competition had been increasing, and VSI undertook a massive restructuring of their organization to better serve their customers. It was also time to think and act and look different in the market. By collaborating with VSI's leadership team, we went from being the company's ad agency to becoming a strategic partner—and then built a messaging platform, developed a new brand identity, and created a powerful campaign that launched the next generation of VSI to the market in a different and category-disrupting way.

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