DC done differently.
The world is transforming by the hour. Today’s public policy environment demands a fresh way of approaching challenges, seeing around corners, and delivering not merely on policy objectives, but on business strategy. That’s where Mindset thrives. This bipartisan public policy firm set out to reimagine its identity to reinforce its distinct offering in DC—but its aspirations for the new identity went far beyond mere function or elegance. So they asked us to create a new name, identity, and a comprehensive public policy firm branding experience that captured where they—and our nation, for that matter—were going next. The core orientating idea that focuses their approach: DC done differently. More than a tagline or a platitude, this is a point of view. A promise they make to their clients every day. A commitment to go beyond the old solutions and formulas often tapped in their space—and to push forward toward an impact-based approach with transformational potential.