KONGSBERG – Brand identity
How do you prime a global corporation for tomorrow’s challenges?
KONGSBERG is a global technology company, providing engineering excellence across the defence, aerospace, marine and digital sectors. As KONGSBERG celebrated its 200 year anniversary it naturally began to question its future. The business is widely recognised for providing high-performance solutions for dangerous conditions, whether it’s the avionics on a jet flying at Mach 1.60, or a hydro-acoustic sensor surveying the seabed at 600m deep. At this time of reflection, they approached Mission to refresh their brand for the future.
Challenge
Positioning for the future
As sustainability issues come to the fore, companies that work in the environment must demonstrate their ability to protect these cherished spaces. At the same time, the oceans and space offer extensive opportunity, to businesses that can master the hazardous conditions. KONGSBERG is ideally placed to thrive in this future, but needed to change perceptions from an engineering business to a technology provider, working in dangerous conditions. After 200 years of growth, the business was about to face its biggest challenge yet.
Solution
This was an opportune time to revalue what role KONGSBERG would take on the world stage. We created together with the client a brand platform, to provide focus for the organisation, customers and investors moving forward. Market research uncovered that KONGSBERG was unmatched in their ability to provide solutions for dangerous conditions. In addition to high-performance, safety and protecting the environment were key drivers that united the group.
Result
Working with the project team, we investigated key cultural strengths, balancing them with business ambitions and opportunities. The unifying spirit throughout the business was a dedication to safety. The brand identity was developed and demonstrated to all employees their world-class standards for the brand.
As part of the strategic platform, we introduced a communication concept that would demonstrate KONGSBERG’s bigger role in the world. Communicating in-depth stories helped to change perceptions, demonstrating a more progressive organisation, contributing to positive change around the world. Customers could easily see the depth of expertise available to them.
Whilst investors were given the reassurances that KONGSBERG is a forward-thinking, ethical partner. This program was complimented by a refreshed identity program. We preserved the renowned 200 year old marque, supporting it with a completely new visual identity that expressed the true nature of the company.
