Advanced Strategic Capabilities Accelerator
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.
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Deliverables
Identity design
Brand narrative
Style guide
Print collateral
Logo design
Digital assetsMy role
Carmen Lorkin - Lead Senior Designer & Brand Creator
Creative team
Jason Perelson - Creative Director
Lydia Stevens - Strategic Communications
Andrew Gibbon - Junior Designer
The new brand identity successfully attracted a wider customer base and differentiated PARSA Cycles within the market. The modern and engaging visuals resonated with the young, progressive demographic, enhancing the organisation's visibility and appeal.
The new brand identity successfully attracted a wider customer base and differentiated PARSA Cycles within the market. The modern and engaging visuals resonated with the young, progressive demographic, enhancing the organisation's visibility and appeal.
