Booz Allen’s Technical Experience Groups (TXG) embody the firm’s unwavering commitment to empowering its people to lead the new technology era, aligned with its ambitious 2030 Vision–VoLT.
Baker Brand was entrusted with inspiring and maximizing opportunities to cultivate and connect Booz Allen’s technical talent across the organization. To achieve this, it was critical to communicate with clarity, meaning, and a distinctive identity that resonated with employees. The TXG initiative was designed to amplify the various affiliations and development channels Booz Allen offers, fostering growth and innovation from within.
The campaign centered on the powerful narrative: “Find Your People.” This message served as a pathway to unlocking potential by encouraging employees to connect with colleagues who shared their passions and complemented their skills. The narrative invited employees to:
- Up your game with the help of game changers.
- Learn without limits.
- Discover your next career path.
- Cultivate the power of connection.
- Scale your impact.
Baker developed a unique graphic identity for TXG, incorporating distinctive word marks and visual elements that created a cohesive yet flexible system for use across multiple channels and mediums. The visual system ensured the program stood out while aligning with Booz Allen’s overall brand identity.
The initiative was underpinned by a commitment to internal talent development, as highlighted by Aimee George Leary, Chief People Officer:
“We create diverse opportunities within the firm so people don’t feel they have to look outside to get those experiences.”
Through TXG, Booz Allen reinforced its role as an employer of choice, empowering people to thrive in the evolving technology landscape while fostering an internal culture of connection, growth, and innovation.
