Raytheon

A century-old aerospace & defense company turned a secret incubator into a campaign that reinvented its brand for a tech-forward future.

Developing a cutting-edge identity to give voice to a complex, often classified program.

A bold design signature and modern visual style elevated Raytheon’s Advanced Technology business, helping Raytheon lead in a new customer landscape and win the talent war with Silicon Valley and tech companies.

Two people working at cad drawing, the word "catalyst" is overlayed

Plane flying through sky, the text "overmatch" is overlayed

Five locations. One streamlined shoot showcasing the teams behind next-gen innovations, efficiently creating content for this campaign and five additional initiatives across the company.

Woman demonstrating diagram to two soldiers, "innovation" layered over top

Video-led paid media campaign supported by custom content programs with non-traditional science and technology partners to change perception of Raytheon as a cutting-edge innovator.

With other competitor groups more well-known, Raytheon’s Advanced Technology business needed to drive awareness and differentiate itself as the leader for turning next-generation technologies into real-world capabilities, especially with new audiences.

Demonstration of technology to soldiers and personnel

Turning a Secret Lab into a Secret Weapon for Brand Reinvention

Raytheon’s Advanced Technology business operates in complex, often classified environments where cutting-edge innovations can’t be talked about publicly. Competing in a world where customers increasingly value R&D investment and prospective employees are drawn to fast-paced tech companies, Raytheon needed to drive awareness for Advanced Technology as a cutting-edge innovation hub. Mighty Union partnered with Raytheon to develop a distinct identity and first-ever external campaign.

Objectives

The goal was to develop a modern visual style for Raytheon’s Advanced Technology business that would build brand recognition and differentiate itself from more well-known competitors as the leader for turning next-generation technologies into real-world capabilities, not just ideas on paper. In driving awareness for Advanced Technology, the campaign sought to reshape perception of Raytheon as a tech-forward innovator for both customers and talent.

Highlights

Messaging development: We created messaging architectures for several complex engineering programs that went beyond technical jargon to highlight their benefits to the warfighter.
Program identity: We designed a bold, modern identity that created intrigue when we couldn’t talk or show many of their most exciting innovations.
Video production: We managed a 5-location video shoot that efficiently captured content for this campaign and five additional initiatives across the enterprise.
Content creation: We crafted long-form, short-form and social-first video to bring audiences behind the scenes of cutting-edge innovation.
Paid media campaign: We distributed video and thought leadership content with non-traditional science and technology media partners to drive awareness and change perception.

Client

Raytheon Advanced Technology

Sector

Defense