Redefining value, signalling change.

The desire to release greater value drives all business transformation programmes. As part of its own change programme, QinetiQ, a FTSE250 science and technology company operating in the defence, security and aerospace markets, realised that unlocking value would come not from rethinking what they did, but how they did it.

As QinetiQ recognised that responsiveness, agility and closeness to their customers were key to redefining their fundamental value as a business, our task was to ensure that these were also the drivers of the company’s new brand positioning.

Initially asked to help QinetiQ redefine its customer value proposition the project evolved into a deep and broad-based exercise that explored why QinetiQ exists and what it believes in. Central to the company’s new brand positioning is the idea that it is always on the side of its customers, protecting, improving and advancing their interests, and as we moved from definition to creation, our inspiration came from QinetiQ's incredible heritage of world-class people, technology and facilities.

When we rebuilt and relaunched their new website it set the benchmark for QinetiQ's customer-focused digital communications. Our work on the company’s annual reports ensures they now fully reflect the new brand and positioning, clarified and enhanced their disclosure around strategy and business model and helped them integrate their preliminary statement into the report in a simpler and more effective manner.

"The new look is superb and I believe will resonate extremely well with our customers and partners – present and future. It's the identity we should have always had."


"An exciting transformation project with a sharp focus on vision, values and key messages in a fast-moving and global environment."