Rebranding a Legacy: From NCI to Empower AI

The Challenge

What began as a brand refresh quickly evolved into a comprehensive rebrand—encompassing every touchpoint of the company’s identity. As Chief Marketing Officer, I was tasked with leading the charge. We weren’t just updating logos and templates—we were changing the way the federal market perceived us.

Modernizing a 32-Year-Old Brand for the AI Era

The Strategy

To reimagine and relaunch the company as Empower AI, I led a 50-person tiger team across all company functions. Together, we tackled every aspect of the transformation:

• Defined a bold new mission, vision, and values

• Updated all product names and clarified the value of the Empower platform

• Created a new visual identity—including a new name, logo, and full design system

• Refreshed corporate templates: presentations, proposals, collateral, and videos

• Overhauled internal systems (SharePoint, WorkDay, iCIMS, and more)

• Reimagined the corporate website and Empower marketplace

• Executed a legal and contractual transition strategy

• Launched a new brand presence on all social media channels

• Rolled out internal training to build brand ambassadors

• Orchestrated Day Zero coverage, events, and promotional strategies

A Cross-Functional Effort with Precision and Purpose

The Execution

Here’s a look at what we delivered:

✅ Corporate identity and product suite fully rebranded

✅ Internal and external platforms relaunched

✅ Over 200 media articles generated (40M+ reach)

✅ 5M+ paid media impressions—surpassing industry benchmarks

✅ Unified employee experience with new training and tools

✅ Company-wide alignment on new brand purpose and platform

Every Touchpoint, Reimagined

The Launch

A brand transformation of this scale required a bold, coordinated debut. Our “Day Zero” strategy was carefully designed to generate maximum awareness, excitement, and momentum—internally and externally.

Here’s how we launched the Empower AI brand:

Strategic Day Zero Planning:
We aligned every touchpoint—from digital to physical—to ensure the launch was seamless. Where pre-existing events or campaigns conflicted with the brand timeline, we found creative solutions to eliminate confusion and maintain consistency.

Coordinated Digital Rollout:
Simultaneously updated all corporate websites, social media channels, email signatures, and internal tools with the new identity—making the transition feel instant and cohesive.

Media & PR Blitz:
We launched with a comprehensive media campaign that resulted in over 200 articles and a reach of more than 40 million. Paid advertising amplified the message, delivering over 5 million impressions and exceeding industry benchmarks across channels.

CEO-Led Messaging:
Our CEO served as the face of the rebrand—delivering the new mission and vision across media, customer briefings, and internal events to build credibility and excitement.

Customer and Partner Alignment:
We proactively informed key customers, partners, and industry associations to ensure continuity and clarity. Legacy product names were transitioned with care to avoid disruption.

Announcing Empower AI to the World

The Result

A flawless rollout that made Empower AI impossible to ignore—creating a sense of renewed purpose, pride, and momentum across the company and the federal market.

Rebrand Results at a Glance

200+

Media Articles

40M+

Audience Reach

5x

Brand Awareness Boost

4x

KDM Connection

5M+

Ad Impressions

80%

Social Increase

"The rebranding Brad led for Empower AI
was a smashing success across all metrics and
has changed the company's trajectory on every front.

Most importantly, the new brand has created
positive energy, momentum and an emotional attachment
for employees, customers, and partners."

Paul Dillahay
CEO of NCI and Empower AI

CEO Testimonial