In early 2006 EMC Corporation, the world leader in information management services and software, launched a new line of small business focused products: EMC Insignia. EMC had recently acquired Dantz, a company serving the small-medium business market, and planned to develop it into a subsidiary EMC brand. Method's job was to define a brand position for EMC Insignia that would appeal to the SMB market, while gaining leverage from the heritage and brand value of EMC. We began by conducting work sessions and interviews with EMC staff and partners, building a clear picture of the opportunities, business objectives, and requirements for the Insignia brand. To determine how the EMC/EMC Insignia relationship could be leveraged to provide competitive differentiation, we conducted a thorough audit of companies serving the SMB market. Considering everything from messaging and package design to web presence and market penetration, we identified the pain points the SMB market faced and specified how EMC Insignia offerings would alleviate them. To bring the findings to life, we developed several customer sales process scenarios illustrating the product lifecycle and interaction with branded communications materials. The design system itself is clean, sophisticated, and confident, reflecting Insignia's brand proposition: the line of products and solutions that will help SMBs confidently meet their information management needs, today and tomorrow. The designs include product packaging, marketing collateral, advertising, and point of sale systems, as well as a robust, strict xhtml web site, partner portal, and online store, with site localization in French, German, Italian, Japanese, and Spanish. The design system was documented in a Brand Guidelines manual that articulates the brand positioning and provides a framework for future extension to support more products. The EMC Insignia product line has been well received in the marketplace and continues to grow. It has won numerous awards, including recognition from Small Business Technology Magazine as "The Product That Gets the Job Done."