Under new ownership, Leaders for Today stood at a branding crossroads. While the company name had been around for many years, and carried significant industry recognition, the new leadership team was concerned that it was not an effective name for prospecting. Metal Creative suggested that this issue could be solved by not abandoning the name, but instead branding the acronym “LFT.” A new logo was the first order of business, followed by a tagline that got at the core of their business—and a shiny new website that told the new and improved LFT story in a clean and professional manner.