In a sea of government and Beltway consultancies that play by the standard rules of what professionalism should look like, Avantus opted for a different approach. That difference is felt by their clients, and in the last several years, it has contributed to huge acquisition growth. Yet despite being admired for their powerful, proactive outlook, the company’s brand was stuck in the past. Through a deeply collaborative engagement, we helped Avantus build a core brand strategy reflective of their difference, and extend this work to a visual and verbal expression worthy of a true disruptor. We brought it all together under a new company name that signaled both the power of their DNA and the pursuits of their future. Mission accomplished.