Case Study: Becoming Cathexis

Client: CPS Professional Services now known as Cathexis

Founded in 2006, CPS Professional Services is a Service-Disabled Veteran-Owned Small Business (SDVOSB) headquartered in Falls Church, Virginia. CPS Professional Services specializes in Management Consulting, Program Management, and Support Services. They have extensive experience supporting the Federal Government in agencies such as the: U.S. Department of Defense, U.S. Army, U.S. Department of Homeland Security, U.S. Postal Service and U.S. Department of Agriculture. 

Previous logo

Previous logo

When their new CEO, Shawn Gundrum came on board, he approached Double Happiness Creations and Gumdrop Creative to collaborate in rebranding their company. This would involve designing a new logo and giving their company a new name. They wanted a look that was more professional and modern. This would involve a renaming exercise followed by a comprehensive redesign of the identity system. 

DH and GC carefully and consciously worked through the name research process to arrive at a name that was both meaningful and reflective of CPS’s changing business. The new name meeting the goal of communicating the intent behind the CPS method and how the company would continue to drive forward. 

In October 2018, CPS Professional Services became CATHEXIS.

Mr. Gundrum said in his press release, "The cornerstone of our company continues to be helping to solve our clients’ most complex and challenging issue. The name CATHEXIS highlights our commitment to these clients.  ‘Cathexis’ is defined as the commitment of mental and emotional energy toward people, activities and ideas. For us, it means the commitment of our personal and professional energy toward our clients’ people, missions and visions." 

Take a look below to see how the new logo, its design and colors were applied to stationery, website, social media, and office signage.