HollisterStier Contract Manufacturing was interested in increasing marketshare and attracting larger customers.  Before launching into development of the new brand, 321 Medical Launch conducted primary quantitative and qualitative research to fully understand what customers wanted in a contract manufacturer and what their current perceptions were about HollisterStier.  The research results were the driving force behind the decision to focus on the company’s strength in customer service, resulting in the tagline and branding platform – At Your Service.  The visual vocabulary featured imagery and language that reinforced the well-recognized quality and service of HollisterStier.