If a product is already in one-third of all new homes, can you boost brand strategy to usher in the next wave of market penetration? Orca's team, in a series of brand strategy programs, worked with ACCOR's leadership to better define and communicate two core technologies – stop valves for PEX and new pipe, and stop valves for compression valve replacement. Both were sold to different market segments under different brands, so defining a brand visual hierarchy that could support each market and the parent brand's goal was key. Several logos were consolidated and updated, brand feature/benefit icons and photography were developed, documented logic was used within the red, white and blue color palette, and cut-away infographics were created to contrast the primary products’ features. Then the system was rolled out to brand collateral, packaging and digital to present a brand that is ready to take on the next 30 years.