Xpertise Défense Inc. is a newly founded Canadian defence and security consulting firm based in Quebec, bringing together senior retired military leaders with decades of experience across the Canadian Armed Forces, DND, and international defence institutions. From the start, the firm needed a visual identity strong enough to match the reputation of its partners and establish immediate credibility in a highly competitive, trust-driven industry.
A full brand overhaul built around a dark, cinematic identity. The logo was modernized, a strict color system established, and every touchpoint redesigned to communicate precision, trust, and authority from the first impression.
Starting with a brand audit, the logo was modernized while preserving its original symbolism, the dagger, maple leaf, and fleur-de-lis. A complete style sheet locked in the colour palette and typography, carried consistently through business cards, alternate logo lockups, a PowerPoint template, Teams backgrounds, a video outro, and a fully redesigned website.
