Customer experience & brand strategy
Challenge
The General Services Administration (GSA) needed a distinctive, polished, and consistent visual identity for a new Federal Customer Experience Initiative (FCXI). The initiative’s work should inspire federal agencies to join a cohort of “high impact service providers.”
Approach
Starting from contextual research of past and current visual design in American government, and through testing iterations with stakeholders and federal CX strategists, a north star emerged. The look-and-feel of the FCXI should be bright (but credible), optimistic and forward-looking (not nostalgic), and a reminder of the mission at the heart of federal service: The People.
Role
project lead, strategy, research, creative direction