Rada is a technology company that has been operating in the defense market for over 50 years and specializes in the development and manufacturing of advanced radar systems for the protection of active ground forces against missiles. In fact, Rada developed the Iron Dome of combat vehicles. But on the image battlefield, Rada was lacking the tools to express its technological innovation and ground-breaking capabilities and was perceived as less advanced than it actually was.
We positioned Rada at the frontline of military technological companies and created a brand envelope that showcases its technological strengths. We derived the brand promise directly from Rada’s innovative development which provides active ground forces with the confidence that comes from a sense of security and protection – Hemispheric Confidence. We developed the promise into a visual language that conveys security, dynamism, and technological superiority.
As a company trading on the NASDAQ stock exchange, the similarity between Rada’s logo and NASA’s logo posed a problem. The new logo we created gave us an opportunity to express Rada’s product differentiation as well – a type of mobile Iron Dome defense system for military vehicles on the battlefield, as well as the brand promise which we refined through a collaborative process – Hemispheric Confidence.
As a company trading on the NASDAQ stock exchange, the similarity between Rada’s logo and NASA’s logo posed a problem. The new logo we created gave us an opportunity to express Rada’s product differentiation as well – a type of mobile Iron Dome defense system for military vehicles on the battlefield, as well as the brand promise which we refined through a collaborative process – Hemispheric Confidence.
As expected from a veteran defense brand, the communication language was characterized by a dark blue color scheme combined with conservative font, that lacked any representation of Rada’s second component – its innovativeness and technological creativity. We created a new language with a rich, energetic color scheme, combined with a modern font with an edgy touch. Rada’s advanced protection capabilities now received the necessary technological sex appeal to adequately represent a brand that competes in today’s international rink, not only over market share but over the recruitment of high-tech talent.
As expected from a veteran defense brand, the communication language was characterized by a dark blue color scheme combined with conservative font, that lacked any representation of Rada’s second component – its innovativeness and technological creativity. We created a new language with a rich, energetic color scheme, combined with a modern font with an edgy touch. Rada’s advanced protection capabilities now received the necessary technological sex appeal to adequately represent a brand that competes in today’s international rink, not only over market share but over the recruitment of high-tech talent.
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