The British Consulate promotes business through its economic development arm, United Kingdom Trade Investment (UKTI). DMD was called upon to create compelling and targeted communications to business influencers in the areas of precision automotive, renewable energy, biotechnology, and wireless technology. We created “The Wave,” an email newsletter that maintained the core country image recognition of the UK while allowing regional marketing directors to choose relevant content and stories best suited for their constituents. The overall look of the newsletter is carried through UKTI’s website and marketing materials, and remains the cornerstone of its economic development effort in the United States.