Nuclear Search Program (NSP)
Challenge: Known as the Nuclear/Radiological Advisory Team (NRAT), the program under The Office of Counterterrorism and Counterprolifereation (CTCP) provides teams to search for loose or lost nuclear materials or devices was challenged with clearly articulating its capabilities and differentiating itself from other programs.
Solution: After working with CTCP, TWP was asked to develop a new name and brand for the program to better reflect its importance and mission. A new name, logo, and communications materials to promote the program’s unique capabilities tying it back to CTCP.
Result: The new brand and name, Nuclear Search Program, provided immediacy and was well received among audiences. The brand provided brevity and direct messaging that worked for program stand alone and also in support of the larger CTCP mission.