Quite ordinary at first glance, the former Sig-Tec Corporation was a diamond in the rough. Branding the company’s exceptional potential as a leader in identity authentication and access-management software was an exercise in extricating technical brilliance. We began with an illuminating new name, Indigo Identityware, and we perfected a logo—a fingerprint symbolizing their ultra-safe and ultra-fast, one-touch security recognition and access. Our final touch was to use focused, non-technical messaging that engages both the investor and end user alike. In a speedy six months, we polished an entrepreneur’s hidden treasure into a successful tradeshow debut.