GuideOne, an insurance company fiercely committed to social responsibility, was founded in 1947 to serve religious organizations. Period. As competition grew in this niche market, they expanded coverage areas but struggled with their fatigued brand. OBI to the rescue. We conducted qualitative and quantitative research with leadership, customers and team members and discovered a common desire: less focus on insurance products and more focus on the people benefitting from insurance products—and a more modern brand. Done and done. The GuideOne brand identity included everything from a new messaging platform to a new logo, sales materials, signage, web and swag and highlights a culture devoted to change and change makers. Positive indeed.