MPower’s complex product mix had never been adequately promoted, and was often seen as a house of brands without communicating the collective power of the business model and technology stack. Essentially, it was all about the connection between the software, member-based organisations and their patrons. Sin conceptualised a whole new brand and approach of connecting the dots to achieve more for every customer in the expanded organisation. A short, sharp verbal language supported striking black and white images all based around the concept of connection and carefully crafted copy. The message was received loud and clear, with outstanding results for the client.