Despite being a hub for technological breakthroughs, this research center was experiencing difficulty recruiting top talent to its halls. Through qualitative research, LSHD uncovered that—even with the numerous advancements in aerospace and building technologies—anonymity had kept the company largely off researchers’ radars. Leveraging our findings, we developed a powerful positioning strategy and tag line that resonates with the desires of prospects, assuring them that this is the place where cool new technology with real-world impact is developed everyday.