CHS was a company founded by one of my former partners at a prior agency. At the time, we were maintaining both the agency and CHS. And while CHS was established first, it lacked a clear identity. We wanted to give CHS a strong and clear identity of its own, distinct from the agency.
The CHS team was composed of bright minds who were contracted by client organizations to give a hand to their internal teams. Capable of really boosting the performance of client teams, CHS truly was a turbo brand; we identified this as the core brand idea.