Project Overview
Designed a credibility-first brand identity for a government contractor, including logo design, business cards, and a capabilities statement. The work focused on clarity, hierarchy, and trust for formal government and procurement audiences.
Client & Context
Avatari Inc. is a technology and consulting firm supporting U.S. government agencies. The brand needed to communicate professionalism, reliability, and compliance across formal documentation and outreach materials.
Scope of Work
• Brand Design
• Business Card Design
• Capabilities statement layout and visual system
Role & Timeline
Brand and Visual Designer | Sept 2024 - Oct 2024
Objectives
• Establish a professional and trustworthy brand presence
• Ensure clarity and legibility for procurement and compliance contexts
• Create a system that works across print and PDF formats
• Maintain a minimal, conservative visual language suitable for government use
Design Constraints
• Government and enterprise audience
• High information density
• Print-first and PDF-first usage
• Visual restraint required
• Emphasis on hierarchy and readability over expressiveness
Capabilities Statement
The capabilities statement was designed as a structured, scannable one-page document tailored for procurement review. Content is organized to highlight core competencies, differentiators, certifications, and past performance without visual clutter.
Outcome
Delivered a practical, procurement-ready brand system that the client now uses for government outreach and formal submissions. The work focused on clarity, compliance, and usability, making it easier for the team to apply across different materials. The designs were adopted as delivered and have helped bring greater consistency and confidence to the organisation’s communications across key touchpoints.
Key Takeaways
• Designed for trust and compliance rather than marketing expression
• Balanced dense information with a clear visual hierarchy
• Applied systems thinking across multiple brand assets
• Reinforced credibility through restraint and consistency