ASCA

Taking Defence, further faster

ASCA is a Defence initiative designed to fast-track capability development through collaboration between Defence, industry and research. They needed a strong brand that stood apart within the Defence ecosystem and captured the energy and ambition of their mission. I created a visual identity based on the sonic boom, using sharp lines, layered movement and a bold palette to signal disruption, speed and momentum. The identity set the tone for how ASCA communicates internally and externally and became a recognisable brand in Defence innovation.

  • Identity design
    Brand narrative
    Style guide
    Print collateral
    Logo design
    Digital assets

  • Carmen Lorkin – Lead Senior Designer & Brand Creator
    Jason Perelson – Creative Director
    Lydia Stevens – Strategic Communications
    Andrew Gibbon – Junior Designer

  • www.asca.gov.au

ASCA Logo

The identity is grounded in science, demonstrating acceleration through movement. The key element of ASCA is acceleration with a direct delivery purpose mindset. ASCA is not only geared to blow down barriers but break them with purpose and intent.

ASCA PowerPoint Display

The brand uses shades of the Pantone colour ‘Very Peri’. ‘Very Peri’ was labelled the colour of innovation and creativity in 2022. This periwinkle blue with violet undertones is energetic, dynamic, and full of vitality. It expresses innovation, spurring imagination and flair. The design incorporates bursts of vibrant orange, representing the partnership between ASCA, Defence and Industry.

ASCA Pullup Banners
ASCA Business Card

At supersonic speed, ASCA will pull in all manner of advancements, partnerships, and capabilities, rapidly pulling and propelling them forward. ASCA will take Defence further, faster.