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The CIT Group, an asset-based lending company turned to The SPI Group to develop a new Web site to reflect a new brand image. CIT was in the process of acquiring a large competitor, which would create a company with new and improved services bearing the CIT name. CIT's objective was to have the new Web site with up-to-date company information, including the new company's logo, launch the day the merger was approved. The team was given eight weeks to develop the site. The look and feel of the new site had been developed, a new logo and tag line for the company was complete, more than 500 pages of Web site copy had been edited, combined, deleted or drafted anew and the architecture for the new site was fully articulated. The new integrated Web site was ready to go live when the acquisition became official. On that day, the CIT Web site carried the only material available about the new company. According to a SPI Group server log analysis, the site enjoyed record traffic from internal and external audiences: almost three times the combined traffic of both sites before merger.