You’re a massive trust services company that wants to pioneer a new service offering. What do you do? You start by seeking an outside marketing expert with industry experience of course, and get them to distill your core story. We talked with multiple stakeholders across multiple departments, combed through numerous decks and position papers, then iterated with a core client team to get to the core “Challenges-Solution-Why State Street” story. The end result was a single sheet leave-behind with an illustrative graphic and limited text, which served as a springboard for all other marketing assets. By taking the time needed, we did in fact make it shorter.