Organization: RazorX2 is a technical staff augmentation firm
specializing in Federal Government contracts. As we are moving further
away from Software Development, I want to do a brand overhaul. But, I
do not want to overhaul it so much that we are unrecognizable. We are
known for our black/red colors, but I am open to other colors as long
as it is impactful and matches our vibe.
I am looking for 1 of 2 angles.
Angle 1: Modern. Edgy. Sleek. Sexy. OR ...
Angle 2: Fun, playful, energetic, different (but NOT child-like or
Motos to work with: "Sharp Minds. Sharp People." Or "eXceptional
people. eXceptional service."
Target Audience 1:
Our target audience is the people we want to recruit. RazorX2 already
has a younger-vibe (the owners started the company in their 20's) and
we have a niche market in that "Lockheed Martin is for your Dad.
RazorX2 is for you." So, we want our branding to be cool ... whether
that is in the vein of fun, sexy, or different.
Target Audience 2:
Our end customers are Federal Government Agencies. They are
conservative. They are resistant to change. They like the big-box
companies (e.g., Northrup Grumman, General Dynamics, SAIC, Lockheed
Martin). Our branding cannot be so "out there" that we turn them off.
But honestly, I care more about Target Audience #1. I think if we are
successful with Audience 1, then Audience 2 cannot deny results.