It Actually Is Rocket Science: Helping a NASA Partner Find its Voice

Challenge

Space Dynamic Laboratory (SDL), despite securing major contracts and billions from NASA and the Department of Defense, had an outdated brand voice that didn’t reflect their innovative operations. This hindered their ability to stand out and attract top talent.

Solution

Adopted Space-Focused Voice: We implemented clever (but not cringe) space-centric jargon as a brand standard to humanize SDL’s appeal among STEM pros.

Humanized the Brand: We focused on the human employee stories and their contributions.

Emphasized Lifestyle: Showcased the innovative, collaborative work environment, and the adventurous lifestyle of Logan, Utah, where SDL is headquartered.

Implementation

"Space For You" Campaign: We launched the new brand voice with a talent acquisition campaign emphasizing inclusivity for all aerospace professionals.

Content Overhaul: Updated website, social media, and marketing materials.

Highlighting Humans: Highlight real employees through blogs, videos, and social media.

Website Entered the Chat: Made the website more conversational and user-friendly with copy updates alone.

Impact

Increased Website Traffic: Significant surge in website engagement and a reduced bounce rate.

Higher-Quality Job Applicants: After humanizing SDL’s brand voice and telling their company’s story from a culture perspective, they saw a massive increase in qualified applicants.

Strengthened Market Position: Reinforced SDL's leadership position in aerospace technology.

TL;DR

We helped SDL find their brand voice. The fresh, conversational brand voice, focusing on space-focused language, human experiences, and lifestyle, attracted top talent and enhanced their market position.