Cielo is a company owned by Rafael Advanced Defense Systems Ltd. of Israel, and Kearfott Corporation of America. The company specializes in satellite navigation technology. Different strategic processes led Cielo to the decision to expand the product value proposition in the global market to both the defense and commercial sectors and to position the company as the experts in inertial navigation solutions. We were brought in to lock in on this challenge and to transform the complex satellite product into a bullseye brand promise.
Our insight was that Cielo’s main differentiating value is the combination between its technological leadership and its customer-centric approach, which enables providing customized solutions for every type of need. The precision made possible through this combination led to the brand promise: Precisely on your target. The promise captured both aspects simultaneously: the product essence and the company’s DNA.
We created a logo that was based on the horizon and expresses the new brand promise – precision. Another meaningful step was the expansion of the communication from the air segment to include all the company’s content worlds (air, sea, land, and space) and the development of a versatile creative language that contains all the segments under the super brand.
We created a logo that was based on the horizon and expresses the new brand promise – precision. Another meaningful step was the expansion of the communication from the air segment to include all the company’s content worlds (air, sea, land, and space) and the development of a versatile creative language that contains all the segments under the super brand.
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