The Outcome:
This is the outcome and what we should be doing. This was the end result.
The Challenge:
This is what we needed to do. So this is totally what we did. And it turned out great.
Just as Bloomberg L.P., the tech startup founded by Michael Bloomberg, now forms the backbone of the financial services industry, Bloomberg Government is designed to be the backbone of how consultants, activists, and congressional staffers influence government action. Since its launch in 2009, the company's market presence had gotten out of step with its business reality. As Bloomberg Government's head of digital, brand and content strategy, I led a team of marketers, designers and UX specialists in a yearlong visual, verbal, and digital rebranding that launched in October 2015. The brand idea of "The Future of Influence" anchors a series of provocative messages and visuals positioning Bloomberg Government as future-focused and bold. A flexible triangle motif signifies forward progress, a refined color palette differentiates the brand in the DC-market and a new tone of voice connects brand messaging across everything from web copy and campaign work to events and social media