atk arospace rebrand

Velocity is the World’s largest supplier of solid propellant rocket motors and a leading provider of high- performance composite structures. Their philosophy is to be straightforward, we are who we are; a raw, far-reaching, barrier-breaking corporation. To continue to uphold the demands, reputation and quality our brand strategy must leak into a visual and strategic brand system.

After initial research, it became apparent that the original name (ATK) had no personality or support to a brand presents. It also became important to speak clearly to the audience as to what they do. Through strategy sessions I defined three areas of focus; aerospace, defense, tactical. These three terms became the guiding star to the birth of a new name and visual brand.

Through this new and defined strategy, It became apparent to focus on the products with a straightforward approach. All of the products have a commonality. One, all products literally the sound barrier is broken. Two, metaphorically, the quality and innovation expectations are also broken. Therefore the “big idea” became, “breaking barriers”.