SKYSERVE
WHO THEY ARE
I joined during early growth, when the company had a strong technical story and no visual language to carry it. Deck, brochure and product doc each looked like they came from a different company.
The audience made this urgent: presentations were going to high-level intelligence officials. Inconsistency reads as immaturity, and immaturity is disqualifying when the buyer is a government.
THE BRIEF
Shape the visual and communication identity of an early-stage geospatial intelligence startup from the ground up.
WHAT I DID
Developed a comprehensive brand guide after in-depth founder discussions — a unified framework for tone, colour, typography and visual hierarchy. Created brochures and classified product documents for presentations to high-level intelligence officials.
THE THINKING
Interview the founders first
The guide came out of long conversations, not a moodboard. Precision, trust and technological clarity were their words — I gave them a visual form.
Write rules, not pictures
A brand kit specifying logo behaviour, grayscale fallbacks, minimum sizes and explicit do-nots, so the brand survives being used by people who aren’t designers.
Design for operational discretion
Classified product documents needed to look authoritative without being flashy. Deep navy, mustard accents, generous space — sober, not decorative.