Freshbooks came to Son&Sons with two simple questions, how do we get people to understand the quality of what we offer? And then when they do, how do we make sure we are their first choice? Son&Sons helped the Freshbooks team through the process of answering this question through in depth brand purpose and identity work. We defined their brand purpose in ways that created opportunities for growth and reasons to be chosen in a competitive marketplace. The new identity was all about breakthrough.