As freelance creative directors, we built a sustainable brand and position for the Arizona Commerce Authority whose main job is to attract, retain and grow business and research to the state of Arizona. "We Know How" has become the brand answer to the "Why Arizona?" question relative to business investment and development. By repositioning Arizona as a brain-center for research, we credibly played on Arizona's history of "firsts" and established a brand voice that reached as comfortably into the boardroom as it did across state lines and into the imaginations of innovators, movers and get-it-done shakers.