BAE Systems

As the defence sector becomes more competitive, BAE Systems’ success relies on their ability to integrate complex systems, combining their own technologies with those from a growing ecosystem of other providers.The challenge for the brand refresh was to shift perceptions away from legacy defence to a modern, technology-led company that could cater to their customers’ need to connect assets across domains, and from multiple providers, at once. We designed a dynamic identity system of adaptable, overlapping panels that brings together their skills of integration and ethos of partnership.