Branding Case Study
Ad Astra Advisors
Brand Identity for a New Kind of DC Lobbying Firm
About The Project
Overview
Ad Astra is a Washington-based lobbying consulting firm with a forward-looking mission. They work at the intersection of national security, emerging technology, and public policy. Twill Creative developed a bold visual identity that reflects the firm’s unique position—rooted in tradition, but focused on the future.
Design Brief
The client needed a brand identity that would resonate with two very different audiences: Fortune 500 legal and government affairs teams, and nimble startups entering DC for the first time. The visual direction had to feel credible and sophisticated, while avoiding dated law/lobbying firm tropes. Our task was to create a modern, space-inspired identity that could carry weight in conservative settings and still appeal to the innovation crowd.
Our Role
Visual design
Brand strategy
Deliverables
Logo Design
Brand Guidelines
Business Cards
Letterhead
LinkedIn Banner
PowerPoint Deck
The Challenge
Founder Noah Kowalski came to Twill Creative with a vision for something different. He wanted a brand that communicated seriousness and authority—without falling into the usual tropes of the DC lobbying world. The name “Ad Astra,” Latin for “to the stars,” referenced both ambition and the client’s focus on future-forward technologies. Our goal was to craft a visual identity that blended tradition with innovation and spoke to two distinct audiences: conservative corporate stakeholders and agile startup teams.
Creative Direction
Logo
We developed a custom logo system centered around a stylized, geometric “A”—a bold, upward-leaning form that nods to both space-age design and professional credibility. The shape evokes a singular mountain peak or a rocket in ascent, symbolizing power, vision, and how the firm stands apart. The arched crossbar represents a distant horizon, reinforcing the brand’s celestial perspective and future-focused mission. The accompanying sparkle icon carries layered meaning: it suggests an electrical spark, a flash of insight, and a subtle reference to the Latin roots of the firm’s name. When used in its circular form, the icon also conveys multiple forces coming together toward a shared goal.
Color Palette
The client came in with a clear vision: a deep purple should anchor the brand. We built the palette around Eclipse, a rich, commanding shade that conveys both stability and curiosity. Supporting tones include two complementary lavenders—one vibrant, one soft—to introduce contrast and energy, while a warm cream adds openness and approachability. A metallic silver accent brings polish and a sleek, high-tech finish to the system.
Brand Guide
We compiled a comprehensive visual brand guide which Ad Astra could use to successfully apply the branding to any format.
Typography was also critical. We paired Good Times Bold, a futuristic, angular typeface used in the logo, with Montserrat for headlines and body text—striking a balance between modernism and clarity.
The brand’s photographic style features dramatic space imagery, giving visual form to the firm’s name and mission.
The Result
The final identity is clean, distinctive, and scalable—equally at home on Capitol Hill and in a pitch deck to venture-backed founders. We delivered a full suite of branded materials including business cards with silver foil, LinkedIn assets, letterhead, and a polished PowerPoint template. The Ad Astra brand is now a visual shorthand for a firm that looks ahead while speaking the language of influence.
CLIENT REVIEW
“Working with Alexis was an incredible experience. She took the time to get to know me and my company and helped to translate my personal style into a nuanced, professional brand that will speak to all my key audiences. She went above and beyond in creating the building blocks for my company's brand and I feel confident in the incredible foundation she has helped me to build. She also worked incredibly fast and turned around all the various assets so quickly, even after I asked for additional items beyond our additional plans.”
— Noah Kowalski | Ad Astra Advisors
