Segula was seeking a unifying marketing concept with a compelling identity. It was important for engineers (2,500 recruited annually) and industrial clients to recognise themselves in a brand that values human beings and their performance and to blend this passion with the company mission. It was from this original theory that the concept of Expert2Expert was born; the ‘2’ linking the key parties concerned (Segula collaborators and Industrialists) and representing the first letter in Segula… reflected in a mirror. Simple ideas are often the best – and ComNext believes that wholeheartedly. Therein lies the challenge.