Founded in 1957, Systems Technology, Inc. (STI) is a leader in optimizing human-machine interaction across aerospace, defense, and clinical applications. The company’s research-backed solutions and cutting-edge simulation technologies - such as PARASIM® and STISIM Drive® - advance safety, training, and operational success in high-stakes environments.
After nearly 70 years in business, STI’s brand no longer reflected its pioneering innovations, technical expertise, or expanding capabilities. With three distinct divisions, the company needed a modernized brand system that clarified its structure, unified its identity, and positioned it for future growth.
To develop a cohesive and future-ready brand, we first conducted in-depth research, including leadership interviews and stakeholder insights, to uncover the core attributes that define STI. Our strategy centered on refreshing the company’s brand architecture - introducing a structured system that clearly distinguishes its three divisions while reinforcing the organization’s values and personality attributes.
The new visual identity modernizes STI’s look and feel while maintaining a connection to its long-standing legacy. Inspired by the theme “Intelligence in Motion,”the identity includes a new vibrant color palette, custom textures and icons, photography frames, and new a new logo set. We also developed brand guidelines and messaging as well as copy for the company’s new website.
Brand Strategy, Visual Identity Development, Messaging, Copywriting
