Sondermann E Squared was in need of a new identity, and a new name. The company had become known by more than five different names over the years. After devising a brand strategy, Anabliss suggested Sondermann E Squared become SE2—The Art of Public Persuasion. A man shouting on a bullhorn mirrored the witty, fun attitude of the company while also symbolizing its core strength: swaying public opinion.
