Case study

Booz Allen Hamilton

Brand Identity + Launch

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.


Our approach was to build off the living legacy of Booz Allen Hamilton’s greatest and most powerful minds—an elite suite of talent which consistently delivers exceptional value that clients could not buy anywhere else. Our brand strategy framework celebrated the trailblazing problem solving of the firm’s past, and how its people have always worked together to stand strong at the forefront of integrated threat activity, improving and enlightening lives not just at the enterprise level, but on a global stage.


Business cards, uniform shirts, van wraps, advertisements, banners, brochures, and other collateral allowed brand design elements like typography, patterns, icons, and photo treatments to build a unified and cohesive style.

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