McGraw-Hill’s vision was to combine several individually branded and marketed businesses to form the leading information resource for the construction industry. Straightline’s challenge was to brand and position this integrated offering for the future while retaining the considerable equity of its predecessor brands. We developed an extensive research and strategic positioning program, exploring the future of the business with internal constituents, contractors, manufacturers, architects and engineers. Our solution is an unusual brand architecture designed to transfer the equity of the existing brands to the new McGraw-Hill Construction master brand over time. To promote a more collaborative employee culture, internally directed communications shared importance with customer-facing collateral.