Strategic Rebrand for Advocacy Chiefs

Advocacy Chiefs is a California-based strategic consulting firm specializing in grant acquisition, government relations, and public-private partnership development. Led by Benjamin Cadranel, J.D., MAFM, the firm has secured $30M+ in funding for clients ranging from government agencies and community colleges to mission-driven nonprofits and tech startups.

The Challenge

As Advocacy Chiefs evolved from solo practice to multidisciplinary consultancy, their brand identity no longer reflected their market position or capabilities. The existing generic wordmark didn’t communicate their unique value proposition or resonate with their diverse client base.

Our Approach

Through collaborative discovery workshops, MKTNG worked with the Advocacy Chiefs team to uncover their core positioning: Impact Multiplier—the ability to integrate services typically contracted separately (grants, government relations, legal compliance, partnerships) to create exponential value for clients.

We translated this positioning into a visual identity system:

Brandmark Development: We created the ACX logo, where the “x” symbolizes multiplication and cross-sector collaboration—a visual representation of the Impact Multiplier concept.

Strategic Color Palette: We selected a dual-tone system that reflects Advocacy Chiefs’ unique market position:

  • Navy Blue: Traditional and grounded, resonating with government agencies, educational institutions, and established nonprofits
  • Orange: Innovative and energetic, connecting with tech startups and reflecting the team’s lean, agile work approach

This combination communicates credibility and innovation simultaneously—essential for a firm that works equally with city workforce development agencies and emerging technology companies.

Outcome

The rebrand successfully repositioned Advocacy Chiefs as a sophisticated, team-based consultancy with the gravitas to serve institutional clients and the agility to support innovative ventures. The ACX brandmark and strategic color system now provide a cohesive visual foundation that works across all client touchpoints—from government proposals to startup pitch decks.