Brand Identity program and initial collateral rollout for a Massachusetts financial advisor and flex benefits consultant. The client's service envelope is so intensely personal and comprehensive that it belies their relatively small size, and makes the firm a game-changer. To communicate the firms distinctives, we used a game metaphor with a touch of irony. The usual chess-like complexities of this marketpace become more like a child's game, and we used a simple spinner overlaid on chessboard imagery to illustrate the transformation. The spinner was accompanied by a 'new rules of the game' card, an announcement of a new principal partner, and a collateral piece containing useful information (as opposed to the marketing boilerplate that so often accompanies this kind of literature).