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MDA

Director, Brand Strategy & Design + Naming

Globally renowned as a mission-critical partner in the space technology industry since 1969 MDA has developed custom solutions for the Canadarm family of space robotics for the US Space Shuttle program and the International Space Station, and three generations of RADARSAT observation satellites. As MDA prepared itself for future growth they engaged Jacknife to reinvigorate the company’s brand, where I guided strategy and design teams to develop an updated brand platform, that included overall design direction, a fresh visual system inspired by classic Canadian design cues, and new logo that acts as a window into the world of MDA—the company, culture and future-focused initiatives. While MDA tackles the complex challenges of space, in many ways the company’s work has benefits for all of us on earth. It is with this notion in mind that we developed a range of branded apparel and merchandise to grow awareness and cultural relevance of MDA with a broader audience beyond the industry. The success of the rebrand’s launch also led to our naming and creating the identity for Chorus, MDA’s next generation satellite.

Globally renowned as a mission-critical partner in the space technology industry since 1969 MDA has developed custom solutions for the Canadarm family of space robotics for the US Space Shuttle program and the International Space Station, and three generations of RADARSAT observation satellites. As MDA prepared itself for future growth they engaged Jacknife to reinvigorate the company’s brand, where I guided strategy and design teams to develop an updated brand platform, that included overall design direction, a fresh visual system inspired by classic Canadian design cues, and new logo that acts as a window into the world of MDA—the company, culture and future-focused initiatives. While MDA tackles the complex challenges of space, in many ways the company’s work has benefits for all of us on earth. It is with this notion in mind that we developed a range of branded apparel and merchandise to grow awareness and cultural relevance of MDA with a broader audience beyond the industry. The success of the rebrand’s launch also led to our naming and creating the identity for Chorus, MDA’s next generation satellite.