[00:00:00]
Dark
Hawkeye
On a Friday afternoon at Mugs Ale House, between AB goals, Joseph Gordon brought us Hawkeye, a 24/7 intelligence and response company that had outgrown its brand.
Brand refresh, website and print collateral.
[ CONTACT US ]
Hawkeye
On a Friday afternoon at Mugs Ale House, between AB goals, Joseph Gordon brought us Hawkeye, a 24/7 intelligence and response company that had outgrown its brand.
Services
- Brand Refresh
- Website
- Print Collateral
An Opportunity Over a Pint
It is one o’clock on a sunny Friday in October, and the light is coming through the front windows of Mugs Ale House on Bedford Avenue. On the screens it is seven in the evening in Gladsaxe, north of Copenhagen, where Akademisk Boldklub are at home to Aarhus Fremad in the Danish 1st Division.
Joseph Gordon is at the bar. He is a minority owner of AB and sits on the club’s board, which goes some way to explaining why a group of people in Williamsburg have given up a weekday afternoon to a club founded in 1889. AB score before half-time. The room goes up as if it were a cup final: fans hug each other, and high-fives travel from one end of the bar to the other.
Clients need to trust Hawkeye before they ever make a call.
Joseph runs Upfor Consulting, which helps emerging companies build their sales teams and sharpen how they talk about themselves. Between goals, he tells us about one of those companies.
Hawkeye, based in Apex, North Carolina, runs a Global Intelligence and Operations Center around the clock, staffed by analysts with military, intelligence and law enforcement backgrounds. When an alert comes in, a person answers it and acts on it. Upfor had already helped Hawkeye define its audiences, from universities running group travel to family offices and government agencies. But the brand carrying that thinking looked dated and was easy to forget.
We took on the brand refresh. The old identity didn’t convey the safety and intelligence the company delivers every day, so the work started with a new logo and brand mark that hold up at any size, from the website header to the corner of a printed page. The palette and typography followed: bolder and more sophisticated, for clients who need to trust Hawkeye before they ever make a call.
A university sending students abroad and a family office moving a principal overseas need different things from Hawkeye, but both should recognize the same company. So each vertical has its own one-pager built from the new identity, and the website carries that same system through every page. When a new audience comes along, it can be added without starting the brand over.
AB won 2–0. We left Bedford Avenue with a new opportunity and a camera roll of AB’s New York faithful celebrating a goal scored nearly four thousand miles away.
