When a legacy brand desperately needs a new look and voice

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As searching via Google and other means continued to grow, Yellow Pages was quickly becoming irrelevant. The company came to Interbrand in need of a full brand refresh. I led the charge in developing a new voice and messaging strategy for the rebrand from Yellow Pages to YP.

According to insider industry publication Brand New, "The new presence of YP is serious yet with just enough copywriting bite to make people take notice."