NICE: 1  2  3 siegel+gale  
Identifying a Brand's USP NICE Systems is a global provider of smart technology solutions that enable organizations to extract insight from multimedia communication. NICE needed help communicating its new enterprise solutions capabilities to investors and customers worldwide. To convey NICE's offer clearly and compellingly, and make it stand out in a world of engineering-driven messages, we focused the brand around the idea of 'extracting insight from interactions', using a powerful visual metaphor of camouflage situations in nature, to reinforce NICE's ability to discover 'hidden' value.