Stuart Good
Stuart Good • Strategist
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Newport News Shipbuilding • Brand Identity

This is live client work currently being implemented by Newport News Shipbuilding.

SITUATION

Newport News Shipbuilding is a 130-year-old company that builds submarines and aircraft carriers for the United States Navy. They employ 25,000 shipbuilders, designers, engineers, and management workers. The company is undergoing a seismic shift in the way they approach manufacturing, introducing 3-D modeling, augmented reality, and virtual reality solutions to their building toolkit. Currently they are calling this initiative "Integrated Digital Shipbuilding." They asked us for a new brand for the program that positions Newport News Shipbuilding as a leading innovator in industrial manufacturing. 

PROBLEM

We toured the shipyard and met with everyone from welders to vice presidents. We noticed the great impact that these new digital tools had on the company, but we also sensed some tension. No one is on the same page about when this change will happen or how it can be presented to the public.

 
 

OPPORTUNITY

Newport News Shipbuilding has the building blocks - tools, processes, and a vision - they just don't have a brand that is big enough to stand for all of these things. We have an opportunity to show the "why" for Newport News Shipbuilding's digital future by creating a foundation from which all current tools and processes, as well as future innovations, can come from.

 
 

GOALS

  1. Provide clarity: Shipyard pace isn't going to keep NNS from being a leading innovator in industrial manufacturing. 

  2. Create employee excitement: NNS is a company that is getting a lot of outside credit for all of its innovative ideas.

  3. Ensure job security: Change doesn't mean job replacement, it means new tools to make employees' jobs easier.

  4. Peak public interest: NNS is efficient, innovative, and an attractive investment or place to work. 


STRATEGY

Take credit for Newport News Shipbuilding's innovative tools and processes by articulating their vision for a new way of working.

CREATIVE 

The Century Standard


1 • MANIFESTO VIDEO



2 • LOGO


 
 

3 • BRAND PILLARS


 
 

4 • BRAND VALUES


 
 

5 • IMPLEMENTATION


 
 


TEAM

I did this project with my friends Dan Cotting (XD), Chris Kessler (CW), Steph Langan (AD), and Jessica Sugerman (AD)

MY ROLE

  • Lead strategist
  • Giving creative feedback
  • Presenting to live client