Background:
This client specialized in developing cutting-edge software solutions tailored for warfighters, supporting mission-critical operations with advanced technology.

Challenge:
As the client expanded into new capabilities and faced growing competition for funding, they recognized the need for a comprehensive rebrand. The objective was to redefine their organizational identity and enhance how they positioned and promoted their products and services to end users and leadership.

Approach:
I began by conducting a kick-off meeting with the client, during which we introduced a detailed rebranding roadmap. This session provided a high-level overview of our approach to building a bold and cohesive brand that reflected the client’s evolving mission and positioned them for future growth.

I kicked off the discovery phase with in-depth interviews with key stakeholders and customers to better understand the current state of the brand and their definition of success. I also I conducted a brand audit to assess existing branding assets, messaging, and visual identity. I soon learned quickly that the brand was widely perceived as confusing, fragmented, and unclear. This inconsistency not only led to internal misalignment but also undermined external trust and credibility with the client’s target audiences. To help guide the conversation forward, I facilitated a brand vision workshop where we aligned on the current state, showed examples of what a successful brand strategy looks like, and aligned on the client’s future brand attributes, which served as the foundation of developing all the visual identity assets.