While Sun Microsystems' "Take it to the Nth" campaign expressed the exponential possibilities of the dot-com era, as the tech industry experienced the harsh realities of a post-boom economy, the message became discordant with their audiences' experience. As their workforce and stock price rapidly declined, Sun needed the brand to express corporate stability and clear business benefits. Having worked with Sun for more than six years, OIC was asked to help refresh the brand vernacular.