PLNAR has evolved over the years but stayed grounded in their mission: to develop AI- and AR-technology that could be put in the hands of the everyday person to simplify their lives and make complex, frustrating tasks—like filing insurance claims—easier. Before PLNAR launched their digital desk adjustment platform for interior property claims, they needed an overhaul to their corporate identity, brand and messaging. Launch Marketing led this repositioning through a multi-faceted approach to competitive market research, updated corporate and technology messaging and a new corporate brand identity. The brand identity was developed across several key assets, including a modern, illustrative website that focused on clean visuals and bright color-blocking to engage visitors, as well as several cornerstone content pieces. One of these key content pieces developed by Launch Marketing was the Digital Desk Adjustment Positioning Paper. The concept of digital desk adjustment for interior property claims does not have a universal, clear meaning across the insurance sector. The client needed a content piece that was both a reflection of the new PLNAR brand as well as a valuable asset that helped carve a new niche space in virtual self-service claims and positioned the company as an innovative, breakthrough solution. The paper is highly visual, with an emphasis on bold, eye-catching callouts that highlight the most important data points, problems and opportunities for insurance carriers looking to introduce self-service claims to their policyholders. Hosted on PLNAR’s resource page, the positioning paper is available to any page visitor and ends with calls to action to either sign up for a pilot program to try out the technology or learn more about the technical aspects of the platform.