Project
AlphaInsight is a well-established and rapidly expanding Information Technology firm based in the Washington, DC metropolitan area, specializing in technology consulting and staff augmentation for state and federal agencies. After 10 years of success and steady growth, the company was ready to go to the next level and the company’s management recognized the need for re-brand. The original identity was created in-house, all collateral and electronic communications lacked both image and message consistency and looked outdated, and the old name – AlphaTech – no longer reflected the smart, strategic technology consulting offerings.
Substance151 engaged with AlphaInsight to provide strategic creative services and guide its re-branding effort. The focus was on positioning the company as a larger player in its market, communicating its technical expertise, and attracting knowledgeable, high caliber employees.
We began by assessing the old brand, uncovering the gaps between existing and desired perception, and, working closely with the AlphaInsight senior management team, established a new brand position and attributes.
The new brand identity strikes a balance between “techy” and sophisticated, progressive and credible, established and contemporary. It’s clean and corporate, yet reflective of the company’s leadership position, technological expertise and their forward-thinking attitude.
The rebrand allowed the management team to become more focused on their marketing efforts. The new materials re-ignited AlphaInsight’s brand presence in the marketplace, created a positive feedback from the staff and further boosted company’s growth. The company grew from 250 to 390 employees and was acquired by CACI in 2007.
"When AlphaTech changed its name to AlphaInsight and launched its re-branding campaign, it retained Ida Cheinman and her team as creative consultant. Ida was singularly impressive in this assignment. She combined creativity with an unusual understanding of the business drivers, and showed a rare parallel grasp of aesthetic as well as the strategic considerations. An untold number of prospects and business partners have been impressed by the design and, as a result, the AlphaInsight brand became both noted and valued. Equally importantly, Ida was a consummate professional, delivering superior value."
—Vish Varma, CACI, Vice President