Propulsion

Propulsion is an American IT and cybersecurity company in the technology sector, based in New York. Its branding and corporate identity was created by Company Policy and set in HAL Timezone, published by HAL Typefaces, and accompanied by Dalton Maag’s Effra.

Company Policy published some notes on their design:

In today’s digital world of business, strong cybersecurity is essential. is redefining how businesses leverage security technology—not just to solve problems, but to drive growth. We partnered with the Propulsion team to launch their brand. Delivering strategy and design solutions that position them as leaders in IT infrastructure, AI automations, and cybersecurity.

Cybersecurity has a perception of being counted on when things go wrong. Propulsion aims to change that perception by believing that technology should be an enabler of growth, not a barrier to entry. The founding team recognized a gap in the market for an IT partner that could provide businesses with the same level of expertise, support, and access to advanced technologies enjoyed by their larger counterparts.

Our visual identity for Propulsion was inspired by their name and mission. To stand out from a crowded market as being both premium and trustworthy, we crafted an identity focused on the upward momentum that Propulsion brings to any business. We positioned Propulsion as not just problem solvers but as proactive partners crafting an identifiable and motion forward mark and brand system.

As Propulsion entered the crowded IT and cybersecurity market, the brand needed to appear as a leader with the industry. We built a robust set of brand applications to position the team as different, innovative, and experts in the future of business growth and technology, with an edge.