MEWA provides workwear via a franchise system. However, this service is almost invisible to customers and only moderately relevant to decision-makers. Moreover, a medium-sized family business doesn't have the budget to instantly catapult itself into the spotlight of the B2B public. To transform MEWA from a hidden champion to a visible one, we changed the perception of the brand in the public eye. We transformed MEWA from a workwear provider into a pioneer and thought leader in the sharing economy.