A new entrant in the business of public and government relations, Incisive Strategy looks to position itself in an industry with established giants. Emphasizing their advantage of creativity, passion and energy, Incisive Strategy invests itself into each problem and strives to provide creative and cutting edge solutions. The brand schema utilizes different shapes, each comprised of lines and circles – a visual interpretation of connectivity, structure and science. Manipulating these hubs and connectors into different symbols and icons gave test groups an impression of Incisive Strategy’s creativity and power of ideation. The logo, a bridge, is a symbol of access to new solutions, as well as structure, security and diligence in the work of reputation.