Expressing confidence in the "big bold" innovation that is and always has been Scott McNealy and Sun, OIC articulated "straight talk with attitude" across the brand architecture. We applied this thinking to imagery of people, places, and products, and to the color palette, and we developed a "look and feel" for the core marketing materials. We also provided extensive examples of usage. Ultimately OIC refreshed and delivered a set of highly usable templates and developed a Web distribution methodology for the launch and deployment.