DRS Technologies—Branding Campaign

JANSON has worked with DRS Technologies to create a series of non-traditional corporate ads that position the company as a market leader in several core technology areas. Because of its diversity, the company required a benefits-focused campaign that could boldly and solidly link DRS and these technologies with its target audience, creating top-of-mind awareness. Officials also asked JANSON to develop a campaign tagline supporting one of DRS' strategic objectives: to be recognized as a world leader in defense technologies.

The success of this campaign led to a corporate-wide application that included divisional- and product-level advertising and also a complementary branding effort for the commercial infrared sector. For the latter, JANSON provided a total branding solution, designing and overseeing everything from logo and collateral to Web site and exhibit booth graphics.