Advanced Forces Group (AFG) delivers highly specialized trainings within the security and defense domain. Led by an international team of qualified experts, their mission is clear: strengthen operational readiness and prepare leaders for the conflicts of tomorrow.

AFG approached us for a visual identity refresh that would differentiate them in a space dominated by uniformity. Instead of relying on the predictable cues of camouflage and grit, we focused on what truly sets them apart: their commitment to safety, discipline and building a resilient society ready for future challenges.

AFG’s existing brand was informative and professional. It presented their services clearly and helped visitors find what they needed - but it lacked distinction.

To create a brand that stands out in a competitive landscape, we needed to pronounce what made Advanced Forces Group unique while preserving the professionalism their audience expects.

We kept their recognizable logo but introduced a bolder typeface, a more unified color palette and unique visual elements to set the foundation for a brand that feels both authoritative and modern.

Look through the scope of a firearm and you’ll see a precise visual system: crosshairs, also known as reticles in military terminology. These lines became the main inspiration for AFG’s new visual direction.

By integrating reticle-inspired elements throughout the identity, we created a design language that is unmistakably military yet uniquely AFG. It’s a nod to precision and the technical expertise their training programs deliver.

AFG’s updated visual identity combines familiarity with authority. We chose a green-based palette that subtly references traditional camouflage, while the new bold typography ensures every message lands with more impact. The carefully selected imagery reinforces AFG’s focus on preparedness and operational excellence.

AFG’s brand expression translates their mission and values into a cohesive visual language. Reticle-inspired graphics, bold typography and high-contrast visuals convey precision, authority and discipline. The tone is knowledgeable and confident, ensuring that every touchpoint communicates the value of AFG’s training programs.

AFG’s renewed visual identity goes beyond merely communicating their services. Every element, from typography to imagery, works together to create a consistent, memorable brand that stands out at expos and differentiates them from other military training providers. As a result, AFG’s brand now hits the mark as sharply as the training they deliver.