Within any business category, it is crucial to have a brand distinction that is clear, ownable and easily recognizable for consumers and the trade alike. The Professional Communications Systems brand not only distinguishes them from their competitors, it immediately and concisely conveys their high-end technology and professional experience. Because the communications category is one driven largely by things that happen behind the scenes, our challenge was to find the best way to communicate their diverse services visually. With two complementary yet very different categories within their business, we achieved a successful brand that ties the AudioVisual and Broadcast services together, yet allows them to be displayed separately or customized if needed.