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The client, a defense contractor, was renaming the company from TDGI to United Dynamics in order to appeal to a wider range of branches and to expand on the services they offered. Their existing brand was very engineering and air force centric, and they wanted to rebrand to keep up with their evolving customers and competition.
We identified their target audience as having evolved from mostly male and older military personnel to a more diverse and contemporary buyer who was exposed to and familiar with current media and culture. The new brand, which was carried throughout the office in signing and interior design, as well as the website and company vehicles, aimed to be less old fashioned and stodgy and more vibrant and exciting, while still maintaining the "seriousness" required of a defense contractor.
The new brand has been very well received, allowing United Dynamics to expand into a more diverse set of projects while maintaining their core customer base.