Innovation Periodical Rebrand

INNOVO had become a premiere internal magazine to share how Booz Allen makes the world a better place and to tell their innovation story.

But the client wanted to reach broader audiences with the property and feared trademark concerns with the original wordmark. So we took on the challenge of rebranding the publication for it’s external launch with a system that better reflected the evolving identity of it’s parent brand.

The name ENVOI was chosen for its double meaning, both as a play on word to ‘envoy,’ as a messenger on a mission, and also a nod to it’s short stanza content structuring that could be easily repackaged for the web.

The key design elements conveyed process, experimentation, measurement and precision. Printing with 2 primary PMS spot color inks in combination with 4-color process enhanced the visual effect and extended the tactile quality of the reading experience. Our approach used a consolidated family of colors from the parent brand palette that provided fresh, harmonious energy.

The underlying grid was updated to a 12-column system. The page margins, columns, baseline grid, type sizes and paragraph spacing were made proportional to each other and developed so every measurement was divisible by a unit of 3. This created a dynamic flexibility in page-layout options while still maintaining consistently systematic layouts.

By maintaining key elements on the cover, in combination with featured artists designs and unique color combinations, we created a system of editions people could expercience as artifacts to anticipate and collect.

Through the publication, we delivered a curated content collection of the client’s best work and contributors advancing the world. The direction allowed articles to feature the most impactful and engaging examples of the products, challenges solved, and solutions provided.

This refined approach enhances the editorial experience by creating strong recognition of elements when navigating the publication.