Saratoga
Building a 21st century brand rooted in the finest attributes of American tradition.
Saratoga is a consulting firm that connects leading innovators to the federal sector, especially in the area of defense. Drawing on their years of experience in procurement, they streamline the awards process, bringing the best of American ingenuity to the federal sector and providing entrepreneurs the means to continue innovating.
As a new name in a space that is steeped in tradition, Saratoga needed their brand help position themselves as dependable confidants and advisors.
- Brand Strategy
- Verbal Identity
- Logo Design
- Brand Design
- Web Design
- Content Creation
- Presentation Design
- Animation Design
Brand Strategy
Saratoga aspires to lofty ambitions for themselves, their clients, and the Federal Government. Big, audacious goals require a resounding “Why” that invokes allegiance to a cause and inspires action. Our approach was to anchor the Saratoga brand to a higher ideal, namely: to be a champion of American ingenuity, thereby ensuring our nation’s success in The Great Power Competition.
Brand Attributes
We worked with Saratoga’s leadership to identify their brand attributes as precise, premium, practical, and purposeful. Precise to communicate their judicious and nuanced approach, premium to indicate their commitment to excellence and to success, practical as it’s all about execution, and purposeful to communicate their mission-driven nature.
Logo Design
Saratoga’s logo is steeped in American symbolism. By connecting it so closely with traditional symbolism, it evokes a patriotic sensibility that conveys trustworthiness and refinement.
Visual Language
Deep navy and gold communicate tradition, exclusivity, and status. We chose Optima for Saratoga’s typography, famously used for the Vietnam memorial on the National Mall.
Web Design
Modern animations bring the brand to life and pull it into the 21st century. The prevalent use of the dark navy paired with warm hues give users the feeling of walking into an exclusive club.
Collateral Design
Presentations are a significant brand touchpoint for Saratoga, so it was important to extend the brand to a template they could use with their clients. We rounded out our collatoral work with business card designs.
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