Client
Artillery Corps
Industry
Security
Skills
brand_strategy | visual_identity | copywriting
On target
The IDF (Israel Defense Forces) is a significant social field in Israeli society. The Artillery Corps is at the forefront of operational and technological activities. Although its technological and functional advances in recent year, the Artillery Corps is still viewed as combat support with outdated methods. The challenge was to change the way the artillery corps is perceived: instead of listing its capabilities, we must focus on their purpose.
The big guns
As any brand that came to the new world and realized it no longer dominated one field but rather, offers a variety of skills and capabilities - the artillery corps is no exception. Today, the artillery corps consists of different units and diverse roles. Therefore, the purpose of the new positioning is to find the unifying common goal for all units. The positioning is SOPHISTICATED AND MULTIDIMENSIONAL FIGHTER. The brand essence is POWER TARGETED. Each soldier and every unit in the force is dedicated to delivering the most accurate power to the right target. It's a way of life, conduct and thought. Every action is done with sophistication and strength, and every objective is achieved.
Target oriented
To deepen differentiation and keep the military context and social convention, we renamed the corps "Fire Forces". The term Artillery Corps remains as an accompanying message used for categorical association within the IDF and connects to the military pedigree. The visual language respects the brand's legacy yet shines a new light on the purpose rather than the means to it. The Corps' badge and warrior pin are constructed from a geometric abstraction of the target logo which symbolizes the Fire Force's
operational achievements, with images of jagged flames capturing it at both ends. We worked with the unit colors, red and black, and added turquoise, derived from the corps' beret color. The photographic language is based on seeing the big picture from above in a bird's eye view. It represents the brand's personality FROM ABOVE, WITH YOU. Considering the national significance of the Israeli Defence Forces, we rarely see military corps rebranding. Being able to build a brand of such cultural and local significance was an honor.
