Identity Systems

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).

Sample mid-tier event support (20x10)

Corporate website entry page


Spirent Communications

“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.


Hekimian Laboratories

“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.

Sample hardware outer package

Master folder system

Sample application brochure


Learning Objects

“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.

Website entry page

Product family brochure with icon system

Sample case study