A leader in rural transportation research, Western Transportation Institute was lost in the woods. Originally, their site was only accessible via Montana State University's Web site. Additionally, once on the site, the messaging was too technical, scientific and complex for most laymen to understand. Equally, the message was not well understood internally. WTI needed to clearly establish themselves as a separate entity from Montana State University. They approached OC to help inform and educate the general public and their existing customers about their work and their purpose. Through the development of their site, we helped them establish their own brand identity as a stand-alone, viable business.

OC unified eight research groups, simplified messaging and accentuated WTI's academic perception. Through customer interviews, in-depth team briefings, and OC creativity, we surfaced the one idea capable of unifying the organization with customers and each another — Rural Matters. It is a market position that is ownable, accurate and most importantly, highly meaningful.