STG International: Branding

Marketing Challenge:

STG International (STGi), a leading government services and human capital firm, sought to create a more concrete and distinguishable brand identity to set them apart from the large number of competitors bidding for similar government contracts. STGi has distinguished itself from the competition by recruiting exceptional talent and promoting a culture of accountability, and these key attributes served as the unique value proposition in the rebranding efforts. With a firm knowledge base and breath of understanding about operating successfully in the federal consulting sphere, STGi wanted to be differentiated as a strong and unified industry leader.

Strategic Solution:

The Borenstein Group generated an effective rebranding scheme around the tagline “Sourcing the Human Mission,” which reflected the company’s stance on emphasizing the human facet behind the federal mission. To support this effort, The Borenstein Group created an updated and consistent brand identity for STGi, including internal messaging structure, tagline, logo, and vision statement to be used ubiquitously throughout STGi’s internal and external communications. The new visual identity in the new logo and tagline emphasized STGi’s humanity in an increasingly commoditized federal contracting atmosphere. This new scheme would help STGi have more control over the images and messages being disseminated from the company, while establishing a unified brand that effectively communicated STGi’s unique value.

Result

The new visual identity would positively impact STGi’s overall performance in the federal contracts sector by helping STGi to present a cohesive brand that is a thought leader in the industry. This would instill loyalty and confidence in STGi beyond the individual employees or specific contract, and would frame STGi as a venerable leader in its interrelated contract arenas.