RADA Electronic Industries Ltd is a defense electronics system house specializing in the design, development, production and sales of advanced electronic systems for airborne and land applications. With over 50 years’ experience, RADA provides complete system solutions designed primarily for the aerospace and defense market. In the past few years, RADA has undergone a significant strategic change which has positioned it at the forefront of innovation in the development and production of advanced tactical radars. As part of the rebranding process, we were asked to position RADA as a leading company in its field from a technological perspective, with proven battlefield experience. In addition, we were asked to incorporate RADA’s U.S.-based subsidiary in the branding process. The brand’s promise of Hemispheric Confidence is an expression of the technological powerhouse provided by RADA both at the tactical force level and at the strategic business level.