The agency wanted to build an entirely new brand that would visually exude the new company mantra: Speak People. At the heart of the rebranding would be a bold photography grid system that creates a visual tapestry to tell the human story. The print materials, website, and various digital applications were all built to be a harmonious representation of the Speak People mantra. The book also hints at how GSW bridges the gap between healthcare providers and the humans they treat. The ultimate goal being to build the most meaningful connections when you understand how to genuinely speak to people.