Making their branding more recognizable and evocative was one reason Fortem Technologies brought me onboard. That path started here, with these official flyers. But I had to be careful about how to navigate it.

After all, defense contractors do not produce goods for consumers. They manufacture ordnance. Fortem's prospects are individuals with serious and often dangerous careers in military, government, and police. Appealing to them with fanciful marketing would be highly inappropriate.

Aesthetics are important, but, much like an officer in uniform, they must behave accordingly. Bright colors should be used sparingly, but to great effect, and extra attention must be paid to text legibility.