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Overwatch | Military defence

Overwatch is an independent British defence company founded by British forces veterans. This is a groundbreaking branding project for Cohort within a sector that we coined ‘miltech’. Overwatch are harnessing modern technologies and, to a degree, disrupting the British defence munitions production industry with their agile engineering firm which is able to rapidly develop and deploy new unmanned systems, at pace, at scale.

Defining the brand

The branding of this subject-matter had to be treated with the upmost sensitivity. The usage of the unmanned systems can be adapted to extend beyond military to big-corp application, hence the language applied to the brand required very careful and educated attention. Miltech was not Cohort’s area of expertise, so research and brand workshops were essential to facilitate our rapid learning curve.

This project allowed us the privilege of working with incredibly talented military specialists who drove and inspired this venture, as well as precise support from seasoned military communications experts and consultants.

Copywriting, photography, video, website design & build

The project was delivered within 3 months of launching. We worked with our core production team who have collaborated on significant branding projects for over 20 years. Shot on location in the UK countryside and at a secret testing ground, the videos and photography were used for a teaser campaign, on the website and at the launch event at the UK’s largest military trade show, Defence and Security Equipment International (DSEI). Product shots and video shorts are featured on Overwatch’s website to create a super-high-end tech visual.

Shot on location in the UK countryside and at a secret testing ground, the videos and photography were used for a teaser campaign and for the brand’s launch event.