Maxim Healthcare, a misson-driven national company dedicated to making a meaningful impact in its local communities, needed to bring new energy to its marketing across all channels. The new CMO engaged Genesis to provide Maxim with a new visual voice, messaging and narrative that would communicate the company's unique "servant-leadership" culture and dedication to improving the lives of those needing care.Genesis initially created a name, identity, web design and advertising for a separate "Companion" business, called Villi, and in the process created a "brand architecture" for Maxim to ground new business ideas in that system. Then Genesis designed and implemented the new corporate and behavioral care websites, as well as an interim website for the company's new Financial Management Services (FMC) offering, all positioned on the human value of peace of mind. Genesis also provided clinic design and advertising for paid and social media for Maxim's behavioral and FMC businesses, thus creating a "look and feel" that can be applied to other parts of the business.