What happens when you merge old with new? You get a joint venture!

Technology’s Big Five powerhouse Deloitte and agile tech firm Arlo were joining forces and needed a strategy and image that could stand on its own alongside its parent companies. Ideated by the passionate industry leaders taking over the DC-region, Starlo exists to simplify the most pressing issues facing the Federal Government.

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After weeks of discovery, research, stakeholder interviews, and branding workshops, we ended up on a brand identity that moves away from what we all have come to know about the government space: dull and lacking personality. We landed on a personality rooted in establishing trust and fortitude, capturing the essence of modern-day America —strong and trailblazing. The end creation embraces a much more refined, innovative, and dare we say edgy reflection of Government partners. 

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This project went beyond the surface; it was about crafting a brand story and identity that resonated with both Arlos' and Deloittes' core values. We focused on establishing a clear messaging hierarchy and brand tone of voice, ensuring that every interaction with Starlo felt enchanting and authoritative. The brand's identity combines mysticism and professionalism, embodying the perfect blend of intrigue and credibility.

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Client: Starlo

Scope: Brand identity, positioning + strategy, brand voice + messaging

Year: 2023

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