Before Nehlsen Communications renamed it, the union air conditioning school in Miami was named ARPEC, an acronym few could translate.  Nehlsen Communications re-named the school;  created a strong brand identity to appeal to young people looking for lucrative careers;  worked directly with high schools in the Miami area to recruit youth;  launched a successful PR campaign; designed posters, cling-ons, brochures…in other words, changed the brand, the level of awareness and the respect for a school that deserved it all along.