The home electronics experts at Bethesda Systems needed to launch a new brand to illuminate their energy-efficient lighting services: consultation, customization and installation. They wanted to introduce their new business at one of the biggest electronics industry conventions of the year, a mere three weeks away. Facing a national audience mostly in the dark about ever-changing lighting regulations, we quickly developed a tagline, brochure, web content, an elevator speech and social media to help our client stand out at the convention. The end result: Potential business partners and consumers alike learned the advantages of an LED Diet.