| Title | KNOW WHAT’S NEXT |
| Brand | DANBURY |
| Product/Service | ADVANCED OPTICAL SYSTEMS FOR SPACE AND DEFENSE MISSIONS |
| Category |
A01. Creation of a new Brand Identity |
|
Entrant
|
ESSEN INTERNATIONAL Stockholm, SWEDEN
|
|
Idea Creation
|
ESSEN INTERNATIONAL Stockholm, SWEDEN
|
|
Production
|
ESSEN INTERNATIONAL Stockholm, SWEDEN
|
Credits
| Daniel Teame |
Essen International |
Stategy Director |
| Alex Holmén |
Essen International |
Stategy Director |
| Danny Jian |
Essen International |
Creative Director |
| Dany Mündner |
Essen International |
Senior Designer |
| Sebastian Örtegren |
Essen International |
Senior Designer |
| Ulrika Fryckstedt |
Essen International |
Senior Copy Writer |
| Joana Mendes |
Essen International |
Frontend Developer |
| Tomasz Czajka |
Essen International |
3D/Motion Designer |
| Lois Nygren |
Essen International |
3D/Motion Designer |
Background
For the past 50 years, Danbury have developed advanced optical systems for space and defense missions. Their contribution to US national programs, such as Nasa’s Hubble Space Telescope and Chandra X-ray Observatory, is unparalleled. In 2020, they separated from Raytheon Technologies, becoming a standalone business for the first time in their history.
The assignment, to develop an entirely new brand, came with several communicational challenges to be tackled. Due to classification, no ongoing projects could be disclosed. This was a real obstacle when much sought-after engineers needed to be recruited. Also, the entire brand, including collaterals, had to be launched in just 8 weeks. All within a budget of 250.000 USD.
Describe the creative idea (40% of vote)
With optical systems being core to their business, we based the new platform on the notion of foresight, seeing the unseen, in order to safely undertake some of the most important missions around. For the brand identity, we drew inspiration from the movement of travelling light, while adopting visual cues from space and defense. And to excite burgeoning engineers, we emphasized Danbury’s glorious past.
Describe the execution (40% of vote)
We created a visual identity including logotype, color palette, typeface, iconography, illustrations, concept of photography and motion design elements. The entities we developed were a completely new website, social media templates, a recruitment video, stationary, datasheets, guidelines and more. Every part of the brand identity worked seamlessly together across all touchpoints.
List the results (20% of vote)
The work was very welled received, and we executed the launch right on time, developed in just under 8 weeks. A rebrand that used Danbury’s historical past, aligned with their cutting-edge technology, to tell the story of a company that’s always ready to provide the foresight their customers need. Making the whole world better and safer while at it.
Even though our partnership is ongoing, we consider the rebrand a mission accomplished. So does the team at Danbury.