In partnership with Chandran Thinc
Accelerating capability to the frontline.
In 2024 the Commonwealth set out to appoint a single Strategic Partner for Test and Evaluation, Certification and Systems Assurance. QinetiQ Australia wanted the role. We built the campaign that made their case.
One national role. One shot at it. Six months to make the case.
QinetiQ brings decades of test and evaluation pedigree from the UK and a growing footprint of people, ranges and labs across Australia. But T&E is a technical discipline with a technical vocabulary, and the decision makers in Canberra needed to grasp the full picture quickly.
The audience ran from Defence and Government to the ADF, industry and the trade press. Every asset had to carry the same four messages into every room.
- M01Let's do test and evaluation better
- M02Proven T&E excellence and investment in Australia
- M03Local expertise, global credentials
- M04Your strategic partner of scale
Show the capability, don't describe it.
Test and evaluation is about proof, so the campaign leaned on proof too: real infrastructure, real people and real numbers, laid out as graphics instead of paragraphs. The wireframe aircraft on the cover sets the tone: precise, engineered and moving forward.
One story, told everywhere it mattered.
The same visual kit stretched from a printed booklet across a table in Canberra to a LinkedIn feed and a trade show stand. A reader who met QinetiQ in any of those places saw one consistent, confident story.
From the bid to the field.
TBC: outcome of the Strategic Partner process and any campaign results we can share.
- Jun 2024Naming and positioning for QinetiQ's Test & Evaluation alliance
- Jul 2024Campaign launch: executive summary, pitch deck, LinkedIn tiles and the QinetiQ 101 film series
- Sep 2024On site at Land Forces 2024, capturing and editing event content
- Oct 2024Ongoing design partnership begins
- Nov 2024Assets for the opening of QinetiQ's QLabs
- Dec 2024Social media management and delivery