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Branding, Public Relations, Website Design

When the Stars Align on a New Brand

by Don GoldbergApril 26, 2019
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When the stars fall smartly into alignment with a new brand, it can elevate the organization to new heights. For Integrity Applications, a government contractor comprised of three of the leading companies in space, intelligence, cyber, the stars became a main focus of the rebrand. It turned to Bluetext to develop a new name, messaging, and brand that would represent the value that it brings to its U.S. government customers in the intelligence and national security community.

The company had several significant challenges that needed to be overcome, the first of which is that it works primarily in a sector where the programs are very sensitive and highly classified. Second, a primary goal for the brand is recruiting a talented team with advanced skills in software engineering as well as all elements of STEM. And third, it needed to stand out as a prime contractor in a crowded field of competitors.

Bluetext employed an extensive discovery and research process that included In-Depth-Interviews (IDIs) with top experts and executives across the company to define the specific attributes that make the organization unique. Our goal was to define what ties together the missions that the company supports. After interviewing senior executives across the organization, we conducted a separate set of IDIs with newly hired recruits to understand what made them choose the company for their careers. The focus on space became a key component in our process. We also talked to a number of veteran employees to understand what made them stay and what was important to their longer-term careers, a crucial component of the new brand story and recruiting materials. Using the results of these interviews together with competitive analyses and additional research, we created a messaging platform that recognizes its strong commitment to space as a key part of its legacy as well as its biggest opportunity for growth.

Employee engagement was a critical element in the process, especially given the competition to attract the best candidates with the technical skills and security clearances required by government customers. Once the new brand was approved, team members across the company were asked to participate in the brand launch through parties, branded clothing, contests, and a variety of other engaging activities. We also created a “Brand Essence” video to help tell the story.

Because of its interest in and focus on space, we also wanted to capture the hopes and vision that space exploration suggests. The result was the new brand Centauri. Centauri, from the star system Alpha Centauri, is the closest star system to Earth. And, like the company, it is composed of the brightest stars in the sky. It also has always been used as a navigation guide throughout history. We believed that because of these associations, Centauri was a great fit for the brand.

Once the name was approved, we turned to the corporate visual identity. Bluetext designed a cutting-edge look and feel for Centauri that sets it apart from the competition. Written in a custom lowercase typeface, the Centauri logo is modern and approachable with a unique icon representing the stars that make up the Centauri constellation. The star pattern around the logo became the basis for texture and patterns across collateral and the website.

We then turned to the website. Centauri’s new website incorporates all of the brand’s new elements, ensuring consistent brand identity and a strong web presence. Bluetext designed a site and user experience that prioritizes recruitment.

With the brand in place and the website launched, we introduced Centauri to the market through a series of media interviews with key vertical trade publications. Offering details and interviews with CEO Dave Dzaran in advance to key target outlets under an embargo agreement, we were able to shape the initial launch coverage to focus on Centauri’s growth strategy as it continues to acquire new capabilities for its customers.

 

For Centauri, with the help of Bluetext, the stars aligned for a bright new brand and a successful launch.

Interested in Refreshing Your Company’s Brand? Learn How Bluetext Can Help!

Frequently Asked Questions (FAQ)

What challenges did Integrity Applications face before rebranding as Centauri?

The company worked in highly classified sectors, needed to recruit top STEM talent, and wanted to stand out in a crowded government contracting market. These challenges made it critical to create a compelling and differentiated brand identity.

How did Bluetext approach the rebranding process?

Bluetext conducted in-depth interviews with executives, new recruits, and long-term employees to identify what made the company unique. By aligning employee perspectives with organizational goals, they built a messaging platform focused on the company’s deep connection to space and innovation.

Why was 'Centauri' chosen as the new brand name?

The name Centauri draws inspiration from Alpha Centauri, the closest star system to Earth, symbolizing brightness, guidance, and exploration. This connection to space aligned with the company’s mission while positioning it as forward-looking and innovative.

What role did employees play in launching the new brand?

Employees were actively engaged through launch parties, branded gear, contests, and other activities. This involvement not only boosted morale but also turned employees into brand ambassadors who could champion the company’s new identity.

How was the new Centauri brand introduced to the market?

Bluetext coordinated a series of media interviews and embargoed briefings with trade publications. This ensured that the launch narrative focused on Centauri’s growth strategy and unique capabilities, establishing the company as a rising leader in its sector.