Imagining the future
Rapid developments in the use of sensors, information management and autonomy are drastically altering the nature of defence. For BAE Systems’ Air business, this means taking a more proactive, predictive role to advance technologies faster than the pace of change. To achieve this, they launched a new R&D department focused entirely on experimental, early lifecycle innovation – FalconWorks.
The brand had to manifest their role as an accelerator for the Air business, stimulating step change in the advancement of breakthrough technologies to garner customer engagement. At the same time, acknowledging that the fastest breakthroughs are increasingly found in young, agile tech start-ups which lack the knowledge or capacity to deploy these new technologies in battlespace environments, the brand also needed to signal to customers and potential partners alike a new way of fostering innovation through partnership.
We developed the brand positioning ‘Accelerating Possibilities’ to demonstrate FalconWorks’ focus on next-generation technologies, and the communications platform ‘What comes after next?’ to produce branded content that excites audiences about the far future. Our support with brand naming, FalconWorks, and the falcon logo design create a symbolic reference to speed, agility and discovery. The brand empowers individuals to embrace a new culture around experimentation and faster decisions, and instils confidence BAE Systems ability to stay ahead of evolving threats.
