Updating positioning, identity and messaging after 8 years of explosive organic growth and acquisitions

Leidos (NYSE: LDOS) is a Fortune 500® technology, engineering, and science solutions and services leader working to solve the world’s toughest challenges in the defense, intelligence, civil, and health markets. The company’s 43,000 employees support vital missions for government and commercial customers. Headquartered in Reston, Virginia, Leidos reported annual revenues of approximately $12.30 billion for the fiscal year ended January 1, 2021.

After a series of acquisitions, Leidos was challenged with connecting the business in a way that makes the whole greater than the sum of parts for all audiences. Following leadership interviews and a market audit, we updated the brand positioning, visual identity and corporate message. A toolbox for brand users gives direction on how to build the refreshed corporate messaging into business unit and portfolio brand-level materials and use the visual identity components. Usage was brought to life through Dos& Don’ts, From - Tos, and sample copy.