Ad Hoc brings technologists together to solve tough problems and deliver software that works. We give agencies confidence that they have the right digital skills on board to meet the demands of their mission, and the needs of the people they serve.
Our mission is to empower customers to deliver digital services that promote the general welfare. This is the core of our brand, and this is our brand toolkit.
In October 2013, before Ad Hoc the company existed, future co-founders Greg Gershman and Paul Smith were part of a half-dozen technologists from outside government assembled by the White House to join the contractors and government staff working on HealthCare.gov. We were a small group among many players, and we needed to be mindful of how we presented ourselves. Early on, we found ourselves in a meeting with the top executives of the various stakeholders. As we went around doing introductions, the room’s attention came to our team. Any of us could have said, “I’m so-and-so, from the White House,” but we needed to develop trust, not have someone put a rosy spin on problems because they thought the president had sent us.
— Ad Hoc co-founder Paul Smith
We had been assembled, dictionary-definition-wise, for a particular purpose, for this rescue effort. It went by without any comment in the moment, and we all adopted it from there on out. Most people interpreted it as the uppercase “the Ad Hoc team,” and we chose to continue that spirit of collaboration when we founded Ad Hoc the company.
We call our brand system Sunrise, because we believe that the government digital services movement is just getting started. We’re proud of what we’ve been able to accomplish, but we believe there’s so much more in store. Our brand reflects this strong belief with three core tenets:
Grids, type scales, and vertical rhythm are used to convey order and consistency.
Illustrations, collages, textures, and iconography that convey the the uniqueness of each Ad Hoc team’s collaborative spirit. The ideas and creativity our teams bring to life every day.
A bold, vibrant refreshed color set that reflects our belief in a fundamentally different way of delivering services. We pair gradients with our bold colors to provide a kind of visual sunrise, or a new day on the horizon.
