Humanizing an Innovation Brand
The Assignment: Brand Reinvigoration
Reinvigorate the Ball Aerospace brand.
The commercialization of space means organizations like Ball Aerospace must now compete with both traditional and new space players to tell their story, tout their innovations and recruit and retain talent.
Through the theme “Go Beyond with Ball”, TBG communicated Ball’s ability to engage with customers and deliver work — and a workplace — that goes beyond expectation.
Qualitative research was conducted 12 months after the launch of the Go Beyond platform to understand if it was still relevant and meaningful to the brand. Across the organization it continued to be the best articulation of the Ball Aerospace difference.