A full rebrand for a seismic impact
Brand strategy & identity
Message alignment & positioning
Video editing & production
Groundswell felt an urgency to complete the rebrand. Primarily, to unify the brands post-merger. In addition, there was an immense opportunity for digital transformation in the public sector, and they wanted to get the word out about the massive opportunity for agencies to better support their missions through digital technologies.
Our team flew to the Washington, DC area to conduct in-person discovery interviews with leaders from all three companies. The leaders shared their vision for the new Groundswell. Where much of federal technology consulting branding feels uninspired, Groundswell would be vibrant, disruptive, and unique. The technology and approaches they use are game changers; their brand should be as well.
Our designers explored many logo and tagline combinations, each with different application ideas. In the end, the idea of “going seismic” laid the foundation for a visual identity that is tech-forward and vibrational to convey the impact Groundswell is making in the public sector information technology market. Every aspect, including the typeface, was chosen to convey a sense of power and drive.
We also revamped Groundswell’s messaging to create a brand voice that served as another differentiator from the typical federal tech consultancy. The brand eschews corporate tech-speak for a voice that is confident, bold, and direct regarding the company’s talent and capabilities.
A new world for
"With c|change’s help providing full design, messaging, and implementation support for our merger announcement and corporate rebrand, we enjoyed a powerful reintroduction into our market with overwhelmingly positive feedback from our partners and clients."