Codan
Building confidence across a global technology group.
The Opportunity
Codan is an ASX-100 global technology group that builds and backs innovative businesses in communications, detection and connection.
Codan is an ASX-100 global technology group that builds and backs innovative businesses in communications, detection and connection.
Through both innovation and acquisition, the organisation had grown significantly in recent years, with more than 1,100 people working in multiple businesses to serve customers in over 150 countries across defence, public safety, humanitarian and consumer.
Extensive stakeholder engagement revealed a disconnect between the strength of the businesses and the visibility of the parent brand. Businesses such as Minelab, DTC and Zetron were highly regarded in their respective markets, but many stakeholders had limited awareness of the broader Codan story and the scale, capability and stability that sat behind those brands.
To support the next phase of growth, Codan sought to define a clearer group narrative, strengthen connections across the group and develop a brand that accurately reflected its position as a leading global technology group.
Our Approach
communikate et al delivered an extensive research-led branding program to uncover what connected Codan's diverse businesses and define a clear position for the group moving forward.
Employee focus groups, customer interviews, investor research, competitor analysis, sentiment research, brand audit and executive workshops also identified an opportunity to create greater cohesion across the group. While Codan was seen as trusted, reliable and innovative, its visual identity was viewed as dated and fragmented, and did not communicate the ambition, capability or global reach of the organisation today.
We developed a brand strategy grounded in a simple but powerful truth: across every business, Codan technologies help people operate with confidence when uncertainty, risk or complexity is high. That insight became the foundation for the refreshed positioning, narrative and visual identity, centred around the brand idea of ‘Confidence when it counts’.
Our work included:
- Extensive stakeholder research across employees, investors, customers and partners
- Global focus groups and executive workshops / presentations
- Competitor analysis (positioning and visual brands)
- Brand architecture and endorsement strategy designed to support future growth and acquisitions
- Development of a Brand Blueprint (strategy) and positioning framework which provided a clear articulation of Codan’s purpose, positioning and value proposition
- Creation of a modern visual identity and brand system, including extensive design roll out across print and digital assets
- Comprehensive brand guidelines and brand implementation framework.
The Outcome
The result was a unified brand platform that better reflected what Codan is today and its future ambitions.
The result was a unified brand platform that better reflected what Codan is today and its future ambitions. Guided by its purpose “To turn innovation into real-world impact”, the refreshed positioning brought together a portfolio of specialist businesses under a shared story focused on human outcomes, not just technology.
Drawing heavily from the research findings, the new brand narrative articulates Codan’s role in helping customers operate with clarity, coordination and confidence when it matters most. The refreshed identity also modernised the organisation’s visual presence while creating stronger links between Codan and its operating companies through a consistent endorsed-brand framework.
The project established a stronger foundation for stakeholder engagement, employee alignment and future growth, ensuring the Codan brand now reflects the capability, innovation and impact already evident across the business.
“Codan is a South Australian success story that has rapidly evolved into a global technology group listed in the ASX 100. We needed a refreshed brand to reflect who we are today and where we’re headed, honouring our history and making the relationship between Codan and our sub-brands clearer, while supporting their individual brands.
Communikate worked with us as a true partner throughout the process. The team took the time to understand our needs and the complexities of the business. They engaged with our people across multiple time zones, with thoughtful touchpoints that gave stakeholders the opportunity to meaningfully contribute. The team was also flexible in adapting the scope as feedback emerged, helping us focus on what the business needed.
The depth and detail of the research and insights report provided a clear foundation. That thinking carried through to the design and messaging, which reflected our people’s feedback and connected our past with our future. We are absolutely thrilled with the collaboration and the result which sets Codan up for an exciting next chapter.”
Lauren Crilly, Codan Global Communication Manager
