ASCA Visual Identity

ASCA is a new Defence initiative designed to fast-track capability development through tighter 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 its own right.


  • My role
    Carmen Lorkin - Lead Senior Designer & Brand Creator

    Creative team
    Jason Perelson - Creative Director
    Lydia Stevens - Strategic Communications
    Andrew Gibbon - Junior Designer

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

I led the creation of ASCA's identity, inspired by the concept of a sonic boom to symbolise acceleration and purposeful movement. This concept, grounded in science, represented ASCA's mission to break barriers with intent and deliver solutions at supersonic speeds. The design incorporated the Pantone colour 'Very Peri'—a periwinkle blue with violet undertones known for its association with innovation and creativity. Additionally, vibrant orange bursts were used to symbolise the partnership between ASCA, Defence, and Industry.

The strategic approach resulted in a dynamic and energetic identity for ASCA, fostering a culture of innovation and purposeful acceleration. The 'sonic boom' concept effectively communicated the organisation's mission and vision, resonating with stakeholders and setting a foundation for successful collaboration and rapid progress. The visual design and strategic framework established ASCA as a leader in advancing strategic capabilities within Defence.

Parsa Cycles