Challenge

• Lockheed Martin branding was unchanged during 8 years of tremendous change.
• Many of Lockheed Martin projects are top-secret, limiting the types of stories the company can share.
• In this centennial year, will adding a Centennial story fragment overall communications?

Insight

• Customers want the benefits of innovation. But Lockheed Martin had lost its reputation for innovation to brands like Apple, Google and IBM.
• Upcoming centennial was an unparalleled opportunity to reclaim the innovation mantle

Solution

• Deep dive into category by re-analysis of customer research and company history
• Brand strategy to focus primary marketing and internal communications on Lockheed Martin’s 100 year track-record of innovations that lead to customer achievements
• Simply saying “innovation” is not differentiating. Create a fresh way to tell Lockheed Martin’s legendary approach to innovation – a dynamic, accelerating cycle of innovations leading new breakthroughs
• Activate the Lockheed Martin logo as a visual metaphor for accelerating innovation. Extend into a bold new visual identity system.
• Create the primary Centennial applications.
• Disseminate the Centennial brand story through online tools and templates; and agency partner consultations
• Exceeding expectations on employee engagement
• Strong customer responses