THE CHALLENGE

As a government-based educational organization, the VAAA had a visual brand common to federal agencies; erring on the conservative side and a bit out of date. Additionally, the messaging being used in communications materials was focusing inward, rather than on the benefits available to potential students. The materials needed a design and content refresh that wouldn’t stray too far from the brand’s traditional feel.

THE SOLUTION

Focusing primarily on tradeshow materials, the Think Baseline team approached each piece with a clear intention: to add some energy to the visual aesthetics and to cull the content into more digestible and benefit-oriented language.

We wanted to modernize the outdated design in order to appeal to students and federal employees—and we needed to respect the conservative nature of the organization. The resulting visuals evoke a subtle patriotic feel through color palette, photography and design elements. For the existing content, we helped identify the key information, editing down the superfluous text for clear and concise read. We also put the focus on the potential students, using benefit-driven language and an aspirational tone. The final materials are a reflection of a respected educational organization that is modern in form, and traditional in function.