Strategy:

1. Brand Audit:

• Conducted a comprehensive two-month brand audit to evaluate Raytheon’s current brand identity, communication materials, and market positioning.
• Identified areas for improvement and opportunities to enhance brand consistency and cohesion.

2. Brand Standards Manual:

• Developed a comprehensive brand standards manual to provide guidelines for advertising, marketing collateral, tradeshow graphics, and other communication materials.
• Ensured the manual addressed the specific needs of corporate, recruitment, and business advertising, with subtle design differences for each category.

3. Advertising Templates:

• Created flexible advertising templates that allow for various formats while adhering to a similar look, feel, and graphic standards convention.
• Provided guidelines for the appropriate use of templates based on the type of ad being designed.

4. Collateral System:

• Designed a new collateral system with a consistent style and appearance to visually represent Raytheon as a global leader in technology.
• Developed a grid structure as part of the brand style, reflecting Raytheon’s precise, analytical, and no-nonsense approach.
• Ensured the grid structure provided a unifying framework across all levels of collateral and loosely connected to the advertising template.

5. Corporate Identity Refresh:

• Refreshed Raytheon’s corporate identity intranet site to align with the new brand standards and collateral system.
• Created a cohesive visual style that communicates Raytheon’s commitment to innovation and technological excellence.

6. Tradeshow Graphics:

• Designed new standards for tradeshow displays to ensure consistency in design and strategic messaging across over 75 annual tradeshows worldwide.
• Created visually appealing and informative graphics that build customer and market awareness, celebrating Raytheon as a leader in technology.

Execution:

Laura Sauter, with her extensive expertise in corporate identity and branding, led the project. The comprehensive approach included an initial audit, development of brand standards, creation of advertising templates, tradeshow graphics, and the establishment of a new collateral system. The project involved over 2,132 emails, 17.26 gigabytes of stored information, a new brand architecture, 104 sections to the site, 11 usage guidelines, and countless text revisions and hours of consulting.

Results:

• Consistent Brand Identity: The brand standards manual ensured a consistent and cohesive brand identity across all advertising, marketing collateral, and tradeshow graphics.
• Enhanced Corporate Identity: The refreshed corporate identity and new collateral system reinforced Raytheon’s position as a global leader in technology.
• Streamlined Communication: The clear guidelines and templates provided a framework for communicators, eliminating guesswork and ensuring consistency.
• Effective Tradeshow Presence: The new standards for tradeshow displays ensured a consistent and impactful presence at over 75 tradeshows annually.

Testimonial:

“Thank you for everything you taught me along the way, on a site which was difficult for everyone to get off the ground in a culture which is sometimes resistant to change. We appreciate your patience, the passion, and optimism you brought to the project.”
— Amy Russell, Director of Corporate Advertising

Conclusion:

The Raytheon brand standards manual project successfully established a unified and cohesive brand identity, reinforcing Raytheon’s leadership in the defense and aerospace industry. Through strategic brand development and meticulous execution, Agency BEL helped Raytheon create one powerful brand with a clear voice.

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