Crafting strong brands for the frontlines.

Australian Defence Apparel

The Opportunity

As the industry leader in defending our defenders, ADA has poured their resources into R&D to create exceptional products. The challenge? Their products were unbranded, meaning there was a high risk of competitors copying their designs. To safeguard their IP and enhance their brand recognition, ADA needed to create cohesive sub-brands and accompanying microsites to showcase their products.

Deliverables

Brand positioning & strategy
Logo design
Brand guidelines
Print collateral
Exhibition signage
Website design & development
User experience
User interface

The Backstory

Australian Defence Apparel (ADA) provides high-performance gear designed to tackle the unique challenges of government agencies — from law enforcement to defence and fire services. They have earned respect in the local market and has been approached by global defence forces for collaborative innovation. In order to prepare for international market expansion, and to cement its status as the market leader, it was time for ADA to focus on their branding.

The Mission

ADA needed three product sub-brands to market its offerings to specific government agencies: one for law enforcement, one for defence, and one for first responders. These sub-brands would aid ADA in securing tenders, building awareness, and helping build a community.

The Game Plan

To respect the specificity of this task, Blank Theory held separate workshops for branding and website. We found that we needed to create individual logos for each sub-brand that could work as a suite of logos under ADA — plus deliver accompanying brand guidelines, web design and development, UX, and UI.

Is your branding letting you down? A unified identity — complete with clear guidelines and a standout logo — ensures you always put your best foot forward.

Beginning with ENFORCR and DFNDR, we crafted sub-brands that could hold their own.

We separated the personality of the sub-brands from the parent brand, giving more scope for visually driven websites. This also meant we could craft personalities that better fit the specific government agency we were targeting.

By creating individual microsites for each sub-brand, we were able to showcase their wide variety of products more dynamically. Each microsite was designed to potentially become an e-commerce site of its own one day. To maintain distinction between each sub-brand, we crafted extensive brand guidelines and brand positioning — allowing ADA to flesh out their sub-brands without losing consistency.

ADA launched their new ENFORCR and DFNDR sub-brands at the 2024 Land Forces Expo.

To maximise impact, we developed a suite of eye-catching print collateral and dynamic exhibition signage that not only drew crowds but sparked widespread buzz.