Element U.S. Space & Defense
- Brand Identity
- Iconography
When Element Materials Technology acquired NTS Technical Systems, Cue was asked to create an identity to transition the company from NTS to Element U.S. Space & Defense. In doing so, the new company needed to adapt the Element name and identity in a way that differentiated it. And, the new brand needed to convey its leadership and focus within the U.S. space and defense industries.
A Dynamic Organization and Culture
The change was first socialized within the company. We used the opportunity to engage employees, inviting them to participate in a new vision of high performance. A single, dynamic organization spanning multiple labs and unique capabilities serving premier clients. To introduce the brand to the world, a video and brand book crafted narratives explaining the company’s proposition and vision. Iconography was created to identify the company’s extensive expertise across the space and defense industries within the U.S.
