Defining a memorable brand for the new world of classified work.

Nooks, established in 2021, is a trailblazing force in the defense innovation space, dedicated to empowering the national security community through best-in-class secure office spaces and cybersecurity services. Their relentless, focused, and determined approach is driving a sea change in how secure infrastructure is accessed across the nation.

Poised to enter multiple U.S. markets over the next 6-12 months, Nooks approached us in 2022 to refresh their brand identity. During our in-depth discovery phase, we recognized the three co-founders’ willingness to try new things and push established boundaries. They were open to rebranding Nooks in a way that would feel novel in the classified work space. Together, we decided to create a bold new brand identity, anchored by the iconic Secret Squirrel. 

Co-founder Hunter Price said, “We chose the Secret Squirrel to demonstrate that this company isn’t ‘business as usual’ for the defense industry. Making our brand memorable and modern demonstrates that we are looking to engage today’s workforce in a way that resonates with both them and the larger National Security community.”

Nooks’ new brand identity embodies a company marked by relentless determination, focused vision, and bold directness.

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