Taking Canada's Leading Space Technology Developer Above & Beyond
Scope
Brand Narrative
Visual Identity
Website
Brand Guidelines
Templates
Video
Digital & Social Content
Branded Products
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MDA came to Jacknife wanting to mark a significant evolution of their business with a complete re-brand. Returning to Canadian control as a private, independent entity thanks to strategic investments from influential business leaders, MDA needed to reinvigorate the brand to celebrate the changes, inspire the public, attract new talent, and galvanize its existing team.
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Established in 1969, MDA stands tall as Canada’s leader in the global space economy, boasting a rich legacy spanning decades of crafting custom technological solutions. Their impressive work includes the iconic Canadarm series of space robotics for the US Space Shuttle program and the International Space Station. Additionally, MDA has ushered in three generations of RADARSAT Earth observation satellites, further solidifying their stature in the space industry.
We began by conducting a series of stakeholder interviews and in-depth research to inform the development of a distinct brand platform. It quickly became evident that MDA possessed a unique opportunity to enhance its cultural relevance amid surging interest in the space industry. By infusing youthful energy with their track record of making space dreams come true, we laid the cornerstone for our platform, “For those who dream, we’ll take you there.”
Drawing inspiration from historical references, popular culture, science fiction and contemporary design, the visual identity balances nods to MDA’s technical prowess with an inherent “Canadian-ness” resulting in a system that feels rooted in scientific expertise yet very approachable. The icon itself acts as a window into the world of MDA—company, culture, and future-focused initiatives—reaching and resonating with audiences beyond the space category.
When it was finally time to unveil the new MDA,
we created a brand reveal video and launch communication pieces to build excitement across internal teams and get employees on board with the company’s new direction before rolling it out externally. Through a newly designed website, corporate collateral, digital banners, social media content and a line of branded products we were able to create the desired excitement around MDA’s brand rejuvenation.
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“We partnered with Jacknife to rebrand our company (website, narrative, brand guidelines, brochure templates just to name a few!) and we continue to use them consistently for various projects. They have a fantastic and creative team – and we always look forward to the exciting new ideas they come up with!”
Lauren Chan
Manager of Marketing Communications, MDA
