The Opportunity
Nova Systems is a global engineering and technology solutions company, partnering with clients to keep our nations and people safe and secure. Founded in 1999 as a specialist defence engineering advisory business, where flight test was a foundation capability, the organisation has significantly broadened its core offerings and markets.
Today, Nova Systems has an annual revenue of more than $300m and 1,100 staff and partners located across the globe including Australia, the UK, Europe, Singapore and New Zealand. It remains 100% Australian owned and controlled.
Having made several acquisitions over the years involving four separate businesses – Nova Systems, Geoplex, two10degrees and GVH Aerospace Nova operated as a federated group of companies.
A Strategic Review in 2021 identified the need for these companies to come together under one name and one brand, Nova Systems, creating a catalyst for a major rebrand of the organisation to:
- position Nova Systems for future growth into new client markets and industry sectors
- provide clarity to the market about Nova Systems and its comprehensive offering to the defence and essential services sectors
- attract and retain the best talent
- truly reflect the professionalism and innovation that Nova Systems delivers to clients
- provide economy of scale in marketing investment and activity
- provide a clear brand strategy, narrative and identity that differentiates Nova Systems from its competitors
Our Approach
communikate et al partnered with the Nova Systems Corporate Affairs team in mid 2021 to support the rebrand project.
Our role included:
- Brand Workshop and strategy development
- Copywriting/brand narrative
- Brand concept development including identity, typography, colours, graphic devices and photography
- Design rollout across corporate stationery, suite of 70-plus icons, infographics, presentations, templates, advertising, collateral including an internal Brand Handbook for staff and client book for clients and partners, uniforms, merchandise, signage, aircraft, digital assets, video and animation
- Comprehensive Brand Style Guide
- Production management
- Implementation of the internal and external launch strategy
Driving the brand concept was the insight that Nova Systems see things differently. The team brings a different perspective – as the smarts behind the solution, they simplify complexity.
The Outcome
The four elements of the brand mark represent four businesses coming together as one with the negative space connecting them and providing a focal point – a cross hair. The colour palette is a nod to the colour of flight test and also provides a connection to the land, the sea and the platforms they work with among other things.
In addition to the logo, Nova Systems’ new brand identity encompasses a series of three illustrations that represent the type of work and landscapes/environments, used as a graphic device across a range of brand elements. This is complemented by intriguing photography of Nova Systems’ people, platforms and perspectives combined with bold type and statements.
The brand was launched internally in November 2021 to overwhelming support, followed by the successful launch to market in February 2022.
In commenting on the process and brand, Jessica Thomas, Director of Corporate Affairs said:
“I would like to thank the team for all of their efforts assisting us on this journey, it has been so professionally delivered and truly reflective of the brief provided when we first met. The team and I have enjoyed the journey, partnering and collaborating with the communikate team to position Nova Systems for success in our first rebrand in more than two decades.”
In 2023, Nova Systems launched its employee value proposition, called Life at Nova. communikate et al conceptualised the look and feel for the internal campaign, which included a series of bespoke illustrations and animations derived from the brand mark.
