OFFICE HOURS: 9AM—6PM(ISH)
MADE IN NEW YORK, NY
© COMPANY POLICY, 2026
SMBs have the same problems as enterprises, but no access to their suite of solutions. Propulsion was built to close that gap, offering IT and cybersecurity infrastructure to help businesses grow through tech efficiency. We collaborated with their founding team to launch a new brand that makes solving any tech problem feel possible.
Problem IT and cybersecurity management is traditionally a crowded, overly-technical space that focuses only on the biggest of enterprise clients. Propulsion needed a brand to stand out from the industry trends and avoid sounding like just another managed service provider.
Solution We started with a name and a clear strategy, then built a distinct visual identity and website around the central idea of upward momentum. The result was an IT brand treated, not like a vendor, but an accelerant for business growth.
STRATEGY IT is often treated as an afterthought, a service businesses call when their system goes down. Propulsion believes IT can be used as a growth engine, not just as a service provider. The Propulsion brand helped communicate that companies can find revenue and growth opportunities through their technology. We named the brand to reflect that upward growth and built their verbal identity to feel actionable and always moving towards ambitious goals.
BRAND Propulsion stands out from the overly-technical cliches in the IT space. We designed Propulsion to help ambitious SMBs feel like they were in the same conversation as enterprise clients. The brand features an upward icon to show momentum, a bright refreshing color to feel distinct and actionable from other IT brands who lean blue, and humanist typography to avoid feeling overly technical.
Design System Propulsion’s design system reflects the brand’s approach to be partners not providers. Bright distinct color, humanist typography, and illustrations built from the brand symbol give Propulsion a clear and intelligent visual voice that stands out from their competitors.
Propulsion is an IT and cybersecurity partner that was founded to give small, and mid-market businesses access to growth infrastructure through IT support. Propulsion offers AI automations, and security expertise to help fuel business growth not just patch tech problems.
Company Policy created their complete brand from naming and strategy to visual identity and full site design. The brand system focused on their belief in cybersecurity as a tool for business growth. The brand positions Propulsion as a growth accelerant, not just a managed service vendor.
Working closely with the Propulsion founding team, we designed a brand to stand out in the same of sameness that is the managed IT space. The result was a successful launch and managed growth as they expand into new geographic locations and new offerings.
CP TEAM
ADAM KATZ: Creative Direction
NICOLE BANDA: Project Manager
GAUTAM RAMDURAI: Strategy
BRIAN WHITE: Copywriting
OLIVER HILLIKER: Motion Design
PHILIPPE CLAIROUX: Design
LUKAS HAIDER: Design
ALEXIA WEBBER: Design
SAM CHARPENTIER: Development
CLIENT TEAM
CHAD BACHER
CHLOE COLBERG
DAVID DUFOUR
SLOANE HASTINGS
GEOFF MILLER
JOHN POST
KATERYNA ROMANOVA
TYPOGRAPHY
BASIS GROTESQUE: COLOPHON
HAL TIMEZONE (CUSTOM): STUDIO HAL
A creative studio that makes brands for humans
It’s 02:32 PM in new york, we’re open
365 days without an accident
A creative studio that makes brands for humans
It’s 02:32 PM in new york, we’re open
365 days without an accident
A creative studio that makes brands for humans
It’s 02:32 PM in new york, we’re open
365 days without an accident
A creative studio that makes brands for humans
It’s 02:32 PM in new york, we’re open
365 days without an accident
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