Point of inflection
Karman Space & Defense was established as the platform brand following private equity investment in five complementary businesses. Together, these acquired businesses provided a compelling market value proposition, but the Karman Space & Defense brand had minimal awareness and lacked a brand foundation upon which to promote its industry-leading capabilities. The brand needed a strong visual expression to quickly stand out within an industry of established brands, as well as consistency in execution to reinforce their new market position across all communications.
Assets and equities
D+i was hired to establish an expression platform for the newly created Karman Space & Defense brand that would communicate the essence of their brand: pushing the boundaries on mission-critical projects. We established a bold and dynamic visual aesthetic to align with their brand values, refined their existing logo for better reproduction, and curated and categorized a new photo library, then guided them in its use and application. The end goal of helping a category newcomer look like an industry powerhouse was achieved.
Launching into success
Through a combination of dynamic photography that literally breaks the boundaries of the layout, technical textures and patterns that represent the critical nature of their work, and intentional use of white space highlighting the primary identity, we were able to express the relentless and detail-driven nature of this solution-based organization across a website, supporting marketing templates and business materials. A brand guidelines document contains all of the details necessary to successfully extend and implement these brand assets going forward.