Drawing a line in the sand.

Goal: EMC wanted to verify that their current tagline “Count on EMC” was still valid and effective after 17 years of use. New management at EMC headquarters also wanted to explore taglines that might help the 100-year-old company be more relevant in a crowded industry.

Strategy: Fully reimagine EMC’s strongest existing brand ingredients and leverage the existing tagline as a differentiator and as a call to action. Create a technique that is visually arresting, extremely versatile and has the capacity to separate EMC from other insurance providers.