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UMB is a Swiss SME in the IT sector and had to deal with three communication challenges: 1. IT often communicates the how (know-how) with the what (technology). UMB focused on the why, namely customer and employee benefits. They call it "the art of creating time". Since rebranding, UMB has received twice as many customer inquiries and 25% more orders. 2. IT is omnipresent, but not visible. This rebranding has made IT visible and tangible, and UMB has become the fastest-growing Swiss IT company. 3. IT talents are in great demand. Our rebranding has increased the number of job applications by 300%. UMB went from 300 to 400 employees in one year.