We recommended that GSA adopt an integrated brand communications strategy that emphasized a customer-centric approach. The primary objective was to shift FAS market strategy from promoting “contracts” to a “solutions-based”
approach. I designed and illustrated the concierge campaign icon which was developed to reinforce message of customer service.
In addition to the launch ads, I also designed a series of agency-specific ads. GSA placed 277 media placements at a cost of $2,310,839.00 with a net dollar value of negotiated rates and $499,325 worth of bonus placements.
Subsequent solution-focused ads ran in a variety of government trade publications, securing nearly 9.7 million impressions between print and interactive media.
I designed a Desk Reference Guide and Z-Card to help GSA staff understand the range of solutions and tools that FAS provides to its customers. GSA FAS saw a 4.6% jump in revenues between 2007 and 2008.
We created the Customer Assistance Guide as a comprehensive resource for customers across the entire FAS enterprise. We also developed a suite of solutions brochures to support the new customer-focused, solutions-driven approach for its customers.
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GSA Federal Acquisition Service Branding
As GSA moved to transform and modernize its business and re-establish its position as the leading provider of acquisition services, the organization was looking to refine its messages and strengthen its brand image in the market.
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Freelance, Moonlighting
David Street
Experienced Creative Director and Designer
Broadlands, VA