Reign Supreme. Return in Glory.
The Naval Air Systems Command had transformed from a backroom IT service provider to the Navy to a technological innovation leader providing a strategic advantage to US forces, yet its image was stuck in time. This misperception put their $26B of annual funding at risk. The brand strategy re-positioned NAVAIR as the leader in Naval Aviation Technologies (and defined them), and centered the brand around the noble advantages it provided its ultimate customer – the warfighter in theater. “Reign Supreme, Return in Glory” became a unifying clarion call bringing NAVAIR closer to all of its publics. The work included corporate identity, customer bill of rights, brand strategy, name, graphic identity system, poster campaign, internal launch and external marketing plan.