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.

  • Deliverables

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

    My 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.

Previous Project

ASCA