Herdt Consulting Capabilities Booklet
This booklet represents an effort to apply contemporary aesthetics to a traditionally-grounded consulting company.
Corporate documents, though their subject matter is dry, need not be boring. When I joined Herdt Consulting, the style guide called for Helvetica Neue as the primary typeface. I have no problem with the font itself, but being the millionth corporate entity to use it hardly screams originality. My love affair with Hoeffler and Frere-Jones' Knockout led me to create something more eye-catching.
Herdt Consulting is a Veteran-Owned Small Business that does business primarily within the Navy and DoD, and as such, it's visual identity is closely associated with the Navy. The company matured into a technology and professional services provider with a multitude of long-term goals. I created a visual theme which recalls the nautical tradition while simultaneously communicating strategic thinking, technology, and leadership. Nautical charts in their classic form are long obsolete, but their complexity serves as a metaphor for navigating in business (without resorting to the ubiquitous compass).
My role in the company ensured that my peers would no longer send business communications in Microsoft Word. These interior spreads condensed an eight-page word document into four. Such is the power of avoiding 12 point, double-spaced Times new Roman.
