A+H was hired by a leading investment firm in Louisville, Kentucky to redesign two websites – one for the investment business and one for the trust company. What began as a typical website project quickly evolved into a companywide review of all department offerings. One of the first steps we take when designing a new website is meeting with all principal decision makers to identify all of the key story points that need to be included in the blueprint for the website. In this case we held one-on-one meetings with each department head to get a clear idea what specific services they offered and to identify their target audience. These “discovery meetings” turned out to be just as valuable for Hilliard’s decision makers as our staff. Our storytelling process identified the need to update content for each department. The process took more time than anticipated but the final stories that were shared on the web pages with in the site were more engaging and consistent with the company’s brand.