Innovatus Technology Consulting is a defense industry IT firm. Their identity reflects an organization that is trustworthy and possessing of expertise related to network infrastructure and security.

An interesting component of this branding challenge was that the industry is — by the nature of the type of work and clientele — very serious and conservative. Competitors include Hewlett-Packard, IBM, Northrup Grumman, and SAIC. For a new business entering this field, significant differentiation via brand aesthetics would likely be more of a hinderance than a plus. As a result, a branding goal was (and remains) to position Innovatus Technology Consulting as a firm that belongs amongst the established stalwarts, perceived as an equal rather than as a unique and perhaps not-well-known outlier.

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