Prepare to prevail

DRAKEN

INVESTOR LED

In 2020, Draken, a company specializing in aviation services, more specifically professional training for fighter pilots, acquired Cobham Aviation Services, a carve out of Cobham International. This brought them to the forefront of the increasingly important area of Electronic Warfare. Search and Rescue Operations, MRO and Engineering strengthened their case even further. Essen was contracted to do a full rebranding.

What we did

Strategy

Brand positioning Brand platform Technical strategy Quantitative and qualitative research studies

Design

Visual identity Verbal identity Iconography Illustrations Motion design UX/UI design Website Guidelines

Content

Copywriting Scriptwriting Photography direction Motion video direction and production SEO Implementation plan Design templates Office templates

Technology

Front-end development Back-end development Prototyping Integration support

Legal

Freedom to operate search Pre-file search Protection

Uniting a diverse workforce

This project had a real cut off-point. In just four weeks, Cobham Aviation Services would lose the right to their name. The entire rebranding including collaterals needed to be launched by then. Another challenge was uniting this joint entity culturally. How could we speak to the hearts of fighter pilots, engineers and rescue personnel alike? Also, from an employer branding perspective, we needed to attract people with experience not just from the military, but also from a civil and commercial background.

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