Rebranding a National Security Innovator
Bluetext spearheaded every aspect of the rebrand, from renaming and messaging to visual identity and digital experience. The new name, Detroit Defense, positions the company squarely in the defense industrial base while signaling its geographic and cultural alignment with American manufacturing strength. A bold new logo and brand system evoke precision, protection, and progress, while a flexible collateral system ensures consistency across all communications.
Translating Mission into Digital Experience
To support the relaunch, Bluetext also designed and developed a new website that communicates Detroit Defense’s unique value to military, government, and industrial partners. With streamlined navigation, intuitive UX, and impactful messaging, the site reinforces the brand’s mission while driving engagement with key audiences.
Launching to Industry Acclaim
Detroit Defense's rebrand, led by Bluetext, was met with significant recognition within the defense sector. The transformation from Ricardo Defense to Detroit Defense signaled a renewed commitment to innovation and mission readiness. Pierre Chao, co-founder of Proteus Enterprises and board chairman of Detroit Defense, remarked, "This brand marks the beginning of something bold – and overdue – in the defense sector."
