“Where Do You Go From Here?” was intended to attract new CFO-level clients, while “Here and Now” explained the change to Cambridge’s own employees. Although these documents addressed two different audiences, they shared a theme: Even though it was now talking global, Cambridge would remain dedicated to personal, attentive service. SamataMason sought to illustrate the scope of such a transformation while keeping the message easy to understand. Designer and partner Kevin Krueger notes, “There’s so much information in outsourcing, and these pieces are usually so over-designed,” he says. “We opted for simple graphics.” Black-and-white photography of Cambridge employees provided the key visuals, giving a diverse, multicultural face to the company while lending an important emotional element, Krueger says. “Having people on every page conveyed the idea that someone was with you throughout the entire process, much like their services.” by Alissa Walker