A brand refresh for an ecosystem that fosters innovation for Defence and Aerospace

Know more in detail
Get in touch with us to know more about the research, process, and output that relates to this project.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Brand Strategy
Brand Identity
Communication Design
UI/UX Design
Web Design
Web Development
Company Stage
3 months
Project Type
Short term basis



Innovations for Defence Excellence (iDEX) is a Ministry of Defence initiative that aims to create an ecosystem where individual innovators, MSMEs, startups, R&D institutes and academia, can engage and work towards innovation and development in the defence and aerospace sectors. They envision a self-reliant India - one that discovers and nurtures the innate potential of its people.

Objective & Challenges


In a world saturated with consumer branding, public sectors struggle to express their intent to engage effectively with citizens. Government organisations are seldom associated with physical products but largely with trust, ideas, beliefs, and services which makes branding even more critical to achieving their objectives.

Nationalist Imagery

The elements we retained as being the core that could balance the act of modernism and traditional. Tracing the historical relevance of imagery, elements and symbolism in Indian heraldry.

Inviting Modern Appeal

We went through myriad imagery trying to bring the best of all three defence forces into the logo and the website. By drawing the focus to these elements, we made the brand more recognisable and accessible.

The idenity is a marriage between traditionalist and contemporary imagery that are assosciated with nation, development, defence & innovation, the touchpoints of which heightens the sense of national development.


We helped build a digital platform that could foster an open innovation ecosystem to modernize the Indian Military. We helped them achieve this by creating a brand that hones a unified perception among a myriad of mindsets.
No items found.
No items found.

Project Team

We pride ourself on this in-depth exploration of various elements that formed this book. Our projects are created with precision and subtlety, and every design decision is made with an intent that generates value in its usage.
Hari Prasath
Digital Design Lead
Harish Venkatesh
Founder & CEO

Have a project in mind? Let’s get to work