Overview
To create an original brand design and logo for SCEPTRE for clarity and consistency across touchpoints. It was still connected to Hadean’s growing family of technologies (PopulAI, DominAI, etc.), but needed to feel like its own brand. The goal was to create a unified design language that could be applied across web, print, motion, and event materials, conveying trust, precision, and innovation.
Process
Brand Strategy & Positioning
• Analysed competitor brands in defence and simulation sectors (BAE, Palantir, Anduril) to define a distinctive, ownable visual space.
• Developed a new brand narrative centred around “strategic foresight and real-world impact,” positioning SCEPTRE as the visual brain behind modern defence decision-making.
Visual Identity System
• Designed a new logomark with geometric precision and a subtle military-tech influence.
• Built a flexible colour system using metallic grey to convey authority and innovation.
• Created iconography ideas for iteration, eventually leading to a final design.
Applications & Rollout
• Rebranded pitch decks, trade-show graphics, digital ads, and landing pages, ensuring consistency across touchpoints.
• Designed modular templates in Figma to accelerate future campaign production.
• Supported cross-functional teams in adapting the new identity for PopulAI and DominAI, creating a cohesive suite of Hadean sub-brands.
Outcome
The new SCEPTRE brand gave Hadean a professional, credible, and cohesive visual foundation that aligned with its strategic positioning in the defence technology sector. Internal teams reported faster asset turnaround, improved stakeholder buy-in, and stronger recognition at events such as DSEI 2025.
