Business Wire established an evolved brand positioning that draws on the company’s nearly 60-year history in news distribution while reflecting its capabilities and expertise in a changing media environment. Business Wire asked McGuffin to develop a new identity that would embrace the new positioning. Using their new positioning work as a guidepost, McGuffin evolved both their look and their voice to more accurately reflect the future of Business Wire. We modernized their logo and visual identity, and used that thinking to develop materials for them to roll out their new brand both internally and externally. The goal was to convey a global organization committed to empowering its customers to deliver essential information that moves the world.