As an individual in a very competitive marketplace, Master Theater Electrician Matthew Rocha recognized the need to develop a visual identity that would convey his professionalism and work ethic. He wanted to apply this identity to a stationery collection, including a business card, letterhead, résumé, and envelope. Just as we do with a company, we scheduled an orientation meeting with Matt, to learn about his profession, character, guiding principles, and distinctions. After branding, Matt’s salary more than doubled, and he was offered jobs with the Japanese tour of “The Who’s Tommy”, national tours “Edward Scissorhands”, “Dirty Rotten Scoundrels” and “Legally Blonde the Musical”, Cirque du Soleil, as well as film work, including “Tell-Tale”, the adaptation of Edgar Allen Poe’s classic, the “The Tell-Tale Heart”, and “The Surrogates”, starring Bruce Willis.