Unicom Government (GTSI Corp)
“I Rely” identity system
With few exceptions, most government technology resellers use a thin corporate ID umbrella to envelop strong product-level messaging that carries the brand power of their OEM partners. As GTSI quickly migrated from this space into the service provider world, the reverse would be required. I responded by creating an integrated personality across all of the company's communications deliverables, using empowered photo talent in modern architectural settings, heavily saturated imagery with a dominant color palette, and tonality appropriate for enterprise consulting. A pivotal feature is the button-style violator, designed to underscore a key brand pillar while uniting all of the deliverables (regardless of market, message hierarchy or solution).
“A3” identity system
Spirent's acquisition of Hekimian made it possible for the vendor to serve the complete end-to-end development and deployment cycle for communications technologies and services. To better reflect this value proposition, I co-lead an identity development team across all eight business units that created and produced this Analyze | Assure | Accelerate identity system (including system usage guidelines and documentation) for use in all stationery elements, building signage, collateral and e-marketing materials.
“Orbits” identity system
To help plow the field for Hekimian's entry into the alternative carrier marketspace and cement its evolution as an integrated global OSS provider, I worked with executive leadership and outside counsel to create this ID system (including system usage guidelines and documentation), consisting of all stationery elements, building and vehicle signage, packaging, collateral, e-marketing and exhibit properties.
“Open book” identity system
Founded by some of Blackboard's leading minds, Learning Objects pioneered the use of social media like wikis and blogs to support virtualized team learning use in higher education. Yet its education-technology environment was rife with brightly-colored branding platforms catering to K12 classrooms. How to draw a visual distinction that would speak to a more serious adult learner? My integrated approach — covering web, collateral, events, and rich media — combined a transformation icon with an earthier palette, realistic adult learner talent, and more system-focused tonality to elevate LOI's offering from point products to a higher-value social networking ecosystem.