Klas – Brand Repositioning
Klas made world-class technology but presented like every other telecoms hardware provider — product-led, specification-heavy, and visually indistinct. To achieve their ambition of selling directly into military and defence organisations, government agencies, and allied procurement bodies worldwide, they needed more than a new look. They needed a fundamental repositioning of how the business communicated what it did and why it mattered.
Strategy
The strategic shift was straightforward but significant. Stop describing what the technology was. Start demonstrating what it could do and where it could do it.
Klas’s core capability — scaling large communications infrastructure into portable, deployable units that operate beyond the edge of conventional networks — was genuinely compelling. But it was buried in technical language that procurement audiences had to work too hard to interpret.
We repositioned the entire business around a single organising idea: edge intelligence. The ability to make better decisions faster, in the most remote and demanding environments on earth. That shift gave Klas a clear, ownable position in a crowded market and made them immediately legible to defence, government and military buyers without sacrificing the technical authority the market expected.
Brand architecture
We designed a master brand system for Klas built to scale across multiple technology layers — the operating system, backbone infrastructure, and virtual hyperware — each with its own identity, all coherent within the master brand.
The most significant work was Voyager, the sub-brand created for Klas’s portable deployable military assets. Where the Klas master brand spoke to the breadth of edge intelligence capability, Voyager was built around a singular, uncompromising proposition — technology engineered for the extreme tactical edge. It works where nothing else does. Moves faster, travels lighter, performs better under worse conditions. That clarity of purpose gave defence procurement audiences exactly what they needed: a reason to trust before they ever read a specification.
A separate brand was also developed to carry the same underlying technology into transport and infrastructure markets — connecting cities, enabling smart transit, reaching environments where conventional networks fail. Different context, different language, the same strategic rigour.
The visual identity across the entire system moved decisively away from the commodity telecoms aesthetic Klas had inherited. Dark, authoritative, operationally credible — a brand that looked as capable as the technology behind it.
What we delivered
- Brand strategy and full repositioning
- Klas master brand identity and “edge intelligence” positioning
- Voyager sub-brand for portable military and deployable assets
- Sub-brands for operating system and virtual hyperware
- Transport and infrastructure brand
- Sector-specific messaging for government, defence, transport and automotive markets
- 3D CGI, video, event graphics, social, digital and print
The outcome
Four years after the rebrand, Klas was acquired by US military technology company Anduril. The acquirer’s primary interest was Voyager — the sub-brand ICON had built from the ground up. What began as a brand architecture decision had become the most commercially valuable asset in the business.
The work hadn’t just made Klas more distinctive. It had made them easier to understand, easier to trust, and significantly more valuable. A business that once looked like every other hardware provider had become, in the eyes of a sophisticated military technology acquirer, worth acquiring.
See more examples of our work for Klas here
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