FiscalNote
Brand StrategyVisual Identity
PolicyNote is FiscalNote’s most important product. But as the company grew, the brand ecosystem around it hadn’t kept pace. The parent brand, its sub-brands, and their product stories had all evolved on the fly. The strategy and identity holding them together had not. FiscalNote turned to Grafik to fix that—and to give PolicyNote the clarity and presence it deserved as the flagship.
To bring order to a brand in motion, we rebuilt the architecture, repositioned the parent brand, and created a modern visual identity that lets PolicyNote lead the way.
Grafik started by going deep. Stakeholder interviews across leadership, sales, product, and customer success revealed how PolicyNote was perceived, where the brand structure was creating confusion, and how competitors were showing up. That intelligence shaped the foundation for everything that followed.
A working session with senior leadership stress-tested different brand architecture models and aligned the team on a framework built for growth. With structure established, Grafik developed new positioning for FiscalNote and directional messaging for its top-level products—giving PolicyNote the strategic footing to serve as the clear flagship, not just in name, but in role.
A collaborative workshop and brief shaped a distinct visual identity for PolicyNote—focused on surfacing key insights and enabling faster, clearer decisions. Aligned with FiscalNote’s mission, the system prioritizes clarity and hierarchy, and was applied across touchpoints to make each direction tangible. Grafik then scaled the chosen direction into a flexible system spanning sub-brands and the broader ecosystem.
Comprehensive brand guidelines locked it all in: logo usage, color, typography, tone, and example applications. A refreshed presentation template gave teams an immediate tool to show up consistently, inside and out.
The new brand:
Reestablished PolicyNote as the anchor of FiscalNote’s product suite
Gave the broader brand family a cohesive architecture and a shared visual language
Aligned leadership, sales, and product teams around a single strategic framework
Equipped FiscalNote to tell a stronger story to new audiences
Built a scalable identity system ready to grow with the company
FiscalNote now has what fast-growing companies rarely pause to build: a brand foundation that’s as sophisticated as the product it’s built around. With clearer positioning, a unified architecture, and a modern identity, PolicyNote is no longer just the flagship in strategy documents—it looks and feels like one.
