IAP is a powerful defense contractor that is trusted to address multiple, wide-ranging requirements for private and military customers around the world. But after numerous mergers and acquisitions, its focus had become unclear. IAP leadership turned to Grafik to manage a comprehensive rebranding effort. For the new CEO and his team, it was essential to bring every division of IAP together under one singular mission and vision.
In the course of our interviews, we learned how IAP teams regularly demonstrated an uncanny ability to tackle challenging problems and make customers’ missions their own. We also discovered a lot of confusion about the name—few people knew what IAP stands for. Our solution was to underscore the strength of the organization and its unique value to customers. We redefined IAP as Ingenuity and Purpose.