As 2005 began, things were changing for Serena Software, Inc. They had announced a new vision for how their customers could turn the change resulting from IT processes into a competitive business advantage. They had also moved from being a publicly held company to being privately held. They were about to announce one of the biggest software releases in their company's history. And their existing brand identity was showing its age. With 25 years of ad hoc development and little in the way of standards, the brand had become fragmented and didn't adequately reflect the emerging opportunity dynamics or global scale Serena needed to address. In order to make the most of their new vision, new ownership, and new products, Serena needed a new brand identity.