Booz Allen Hamilton

Booz Allen Hamilton desired to introduce the firm’s growing cyber security practice into the Washington, DC Federal Government and Defense Intelligence markets, in a way that would surely not go unnoticed. This task required the development of a signature brand identity and messaging strategy which could successfully compete in the convoluted landscape, while still resonating with the culture, voice and client experience that Booz Allen Hamilton is widely known for. Based on a custom research program, we determined that in order to establish connective brand positioning in the target buyer’s mind, we needed to craft a modern brand that promised both sophisticated thought leadership and budget-conscious innovation. We determined that target buyers were seeking to invest in a partner that was accessible, like a close, trusted friend; community-centric, applying the skills and expertise of a diverse workforce; and daring, willing and able to take on cyber defense and security most important missions and toughest problems.