ITT Exelis
Visual Systems
Identity
Excellence in action
ITT Corporation, a global engineering and manufacturing organization with a long and storied past, announced in early 2011 that it planned to break into three companies. Of the two of the spin-outs that would need new brands, one was the Defense and Information Solutions business.
Challenges
To develop a new brand for the defense business, we faced many challenges and a tight timeframe. The solution needed to balance the existing equity in the ITT name with the new, smaller business’s need for distinctiveness. The spin-out posed a unique opportunity for the defense business to reposition itself and signal change and growth in new target markets beyond, yet including, defense.
Actions
Assessed the legacy ITT defense division and peer brands for competitive strengths and opportunities
Developed brand strategy recommendations including audience prioritization, brand architecture, brand positioning, brand essence, brand line, image attributes and key messages by audience
Created a new corporate identity and creative expression, including the name Exelis, which is derived from “excel” and reflects the company’s ingenuity and commitment to providing exceptional solutions to customers’ unique challenges
Developed an implementation plan for launch and advised on roll-out plans for internal and external audiences
Created brand education tools including brand guidelines , brand book, ongoing internal communications and training modules for internal and external audiences