In our facilitated pursuit strategy meetings, we helped the Winter Pursuit teamwork through a series of editorial themes that will help encapsulate a compelling vision and winter construction’s role in executing on this vision. Since the firm was highly respected and well known to the city leaders who were the decision makers, we realized it was more powerful to focus on Winter’s unique ability to execute on the vision for the new Central Atlanta Library than to focus on winter’s capability alone. After developing multiple thematic approaches the team decide to brand the vision “The Central”. Using the simple concept of “Building the Central Experience” we were able to organize the many ways Winter could elevate this new Library from a building with books to a Central hub providing access to information, technology, and lifelong learning to the community.