DSTL

Defence Science Technology Laboratory

DSTL is one of the world’s leading government science and technology organisations, delivering research, innovation and technical expertise for the benefit of the nation. As a core part of the Ministry of Defence, DSTL supports national security, defence capability and cross-government innovation. With a growing remit and an increasingly competitive recruitment landscape, the organisation sought a refreshed brand to strengthen how its purpose is communicated both internally and externally.

The Brief

The project focused on a complete brand refresh, including brand positioning, identity development, creation of a new strapline, “The Science Inside,” and full corporate brand guidelines. The brief was to demystify DSTL’s mission and purpose, creating a consistent and more engaging presence that resonates with internal teams, prospective talent, external stakeholders and the public.

Deliverables

Strategy
Discovery & Research
Positioning & Value Proposition
Internal & External Messaging
Brand Architecture

Brand
Visual Identity Design
Logo & Identity Systems
Tone of Voice Framework
Brand Guidelines
Creative Concepts & Art Direction

Approach

A clear understanding of DSTL’s culture, ambitions and impact formed the foundation of the work. Insights from workshops, stakeholder conversations and a review of existing communications highlighted a gap between the organisation’s world-class science and technology work and the way it was represented externally. The brand was repositioned around clarity, openness and national benefit. “The Science Inside” became the guiding narrative, helping audiences understand the vital contribution DSTL makes to national security and innovation.