The Ask:

When two well established and respected Defence industry technology providers decided to merge, Crafted Comms was asked to help the new company – Aurizn – develop a brand strategy, brand identity (look and feel) and a go-to market plan to build brand visibility and credibility. The new brand needed to take into consideration of the two legacy brands, Consilium Technology and elmTEK, and establish Aurizn as the major player within the mid-tier defence space with a unique defence technology capabilities.

What we did:

We developed a full brand strategy for the new organisation, Aurizn. Using our tried and tested collaborative process, we gathered insights from key stakeholders to understand the opportunities and objectives of Aurizn, and what it wanted to achieve. We then worked with the leadership team to develop its new brand blueprint – with a vision, mission and values for the organisation, along with a tagline. With this set, we developed a new brand identity, including logo, colours, look and feel that would help set it apart from competitors in the market.

Working with web developers, we then rolled this new look out over a new website that clearly defined Aurizn’s proposition and services to market, including developing an intro video and copywriting. We also developed a large range of branded assets for both internal and external use.

With the brand ready to-go, we developed and executed on Aurizn’s brand launch plan, covering off activities for the channels it had available to connect and talk to its audiences.

The Result:

Aurizn’s ‘launch’ into market was a great success. The new brand was very well received by both internal teams and external audiences. Alongside the website, we activated several communications channels including social media for Aurizn, and won media exposure for Aurizn’s launch, helping to position it in market with its strong offer and sense of purpose.