Industry

Military Defence

Role

Creative Designer

Work type

In-house

Tools used

InDesign, Photoshop, Illustrator

Hadean & Sceptre: Strategic Defence Branding

Main Project Image
Main Project Image
Main Project Image

Results & Impact

The rebrand and activation cemented Hadean’s position as a disruptive leader in the defence sector, moving the perception from "startup" to "sovereign capability."


  • Strategic Partnerships: The booth environment facilitated high-level government conversations, directly supporting Hadean’s integration with major partners like Palantir and the UK MoD.


  • Brand Unity: The "Sceptre" identity successfully unified five distinct SME technologies under one cohesive coalition banner, now recognized as a key player in UK defence strategy.


  • Engagement: The immersive "Mission Control" design increased footfall and dwell time compared to previous industry events.

Visualizing the Invisible

Hadean provides the "invisible" infrastructure for next-gen synthetic training and strategy. The challenge was twofold:


  • Stand Out at DSEI: We needed to compete for attention against industry giants like BAE Systems and Lockheed Martin. We needed a physical presence that communicated "future-ready tech" without alienating a traditional military audience.


  • Launch 'Sceptre': We had to brand a new coalition of five UK tech SMEs. The identity needed to feel cohesive and sovereign, unifying diverse technologies (AI, drones, command systems) under one unbreakable banner.

The Process: A Command-Ready Aesthetic

I developed a "Digital Command" visual language to bridge the gap between Silicon Valley agility and military reliability.

1. Experiential Design (The Booth)

I moved away from standard corporate signage to create an immersive "Mission Control" environment. Using dark modes, neon data-accent colours, and large-format UI visualisations, the booth acted as a physical manifestation of Hadean’s Aether Engine.

2. The Sceptre Identity

For the coalition, I designed an identity system rooted in precision. The branding utilises stark typography and a modular grid system, symbolising how the five partner companies plug into a single, robust stack.

Key takeaways

Designing for the defence sector requires a careful balance of disruption and trust. This project reinforced that "Deep Tech" brands succeed when they stop trying to look like traditional corporates and instead lean into their "futurist" nature. By treating the trade show booth as a product experience rather than just a billboard, we created a tangible asset that the sales team could use to close deals.