Tectonica (an Australian Defence engineering company) has been developing BANTAM – integrated soldier power management systems for more than 10 years. I lead the branding effort that commercialised this product suite after years of government-funded R&D programs. The BANTAM branding I crafted, beautifully emphasises the product’s space- and weight-saving properties and highlights its system-wide, seamless integration as a worn system on the soldier.

The brand collateral I developed launched the product as a desirable, high-tech product range, differentiating it from standard uninspiring mission equipment. I oversaw the industrial design driving the brand integration to be systematically considered by the team, making it unmissable and memorable. I designed and launched a website prioritising product education while highlighting system buildability. I also designed the display user interface; creating real value in the metrics displayed.

These activities were a company first, successfully launching a product with a cohesive branded look, feel, and range of marketing materials. My communications and direction helped launch BNATMA in 5 markets – UK, USA, LATAM and Asia. While creating culture change within the company to prioritise user experience and deeply integrate product branding.

Branding, Website Development, UX Design