GTSI Corp
4C trade space campaign targeting Federal civilian, military/intelligence, and state/local government agencies

A traditional technology reseller in an increasingly challenging marketspace, GTSI elected to pursue a bold and highly visible migration into a system integrator. Yet its messaging program had to respect the practical limitations of self-promotion inside the channel. Working closely with partners from a half-dozen Fortune 500 OEMs, I created an integrated advertising, event and web platform across multiple campaigns based on a well-disciplined tonality supported by confident, empowered photo talent. This conceptual approach broke new ground in a government market too often plagued by me-too advertising.