We started the process of performing a deep dive competitor assessment, including website and mission statement review, content marketing strategies and branding elements. Sciencia went on-site and reviewed all the materials with the internal team and, together, we brainstormed strategies and tactics on how to position the institute for success. We uncovered SDBRI strengths in providing a collaborative, intra-disciplinary environment in which investigators and their research can thrive in a stress-free work environment. The institute was laser focused to create an environment where scientists freely engaged in collaborative research to identify and target common pathways that lead to advanced disease. The CEOs vision also included fostering public and private relationships, science education and community partnerships to diversify support for chronic disease research. Therefore, we shifted the messaging of the institute to focus on the patients, rather than the research itself, in an effort to engage the public about the Institute’s activities to excite scientific inquiry and identify health problems relevant to the community. We also evolved the existing logo so it had a more modern look and feel and lightened up the use of colors to promote a sense of community and calm.