25th Anniversary Brand Campaign
CATEGORY:
Brand & Design
The brief
Although BAE Systems can trace its heritage back over centuries, the name and plc came into being in 1999, with the merger of Marconi Electronic Systems and British Aerospace. In 2024, the company asked Engage to help communicate this significant 25th Anniversary.
The work
Cognisant of the pedigree and lengthy heritage of the company, we designed an ident and accompanying guidance from boilerplate to merchandise, to position the anniversary in context. This used the company’s existing ‘digital thread’ motif, together with a new strapline: ‘Innovating for Centuries’.
The outcome
A series of events and communications helped to celebrate the milestone, promote the BAE Systems brand and remind audiences about the dual benefits of pedigree and innovation. The ‘25’ ident was used across media from the Farnborough International Airshow to events as far afield as Saudi Arabia and the United States, as well as across print and digital too.
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Creating clarity and consistency across a complex defence brand.
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