TriNet is a cloud-based professional employer organization for small and medium sized businesses. TriNet administers payroll and health benefits and advises clients on employment law compliance and risk reduction. TriNet is headquartered in San Leandro, California. The company also provides online tools such as web-hosted management portals for manager and employee self-service. Engine, LLC was assigned to concept, develop and execute TriNet's fully integrated advertising campaign for 2014. The nationally run integrated mix included all media vehicles including, TV, radio, outdoor, transit, digital and unconventional. In the process, Engine, LLC was able to develop a new brand voice and built a highly successful modular ad structure, which allowed an easy expansion to vertical channels as well as internal messaging.