San Diego, CA – July 3, 2014 – Leidos – a 22,000 employee FORTUNE 500® science and technology solutions leader – announced today that it selected brand communications agency Jacob Tyler to spearhead the branding efforts for its newest commercial cyber security product. Jacob Tyler will create a product name, design, and brand guide for the new product that will adhere to Leidos’ existing brand naming architecture and guidelines.
“Working with Leidos allows us a unique opportunity in that we are building brand equity among audiences for a new company with a very strong heritage,” said Charlie Van Vechten, President at Jacob Tyler. “We want to create a product brand that leverages the familiarity and voice of Leidos, but also carves out its own space as a recognizable brand in the commercial market.”
Leidos – formerly known as SAIC – was created when the latter split in two in an effort to pursue emerging markets and eliminate conflicts of interest. SAIC remains entirely devoted to government IT services, while Leidos covers the national security and health and engineering sectors.
“As we move from our traditional work in government services into new, expanding commercial markets in national security, health and engineering, we wanted an agency that understood our trajectory as an organization and could create a powerful brand to help our commercial product speak to its audience,” said Danielle Poblete, Vice President, Director of National Security Sector Marketing for Leidos. “Having seen Jacob Tyler’s work completing a similar project with AT&T, and being familiar with some of the innovative brands they have created, we felt confident that they were the right agency to achieve these goals.”
Jacob Tyler, also utilizing the existing Leidos brand naming process, will employ its process-oriented approach for brand creation and development, which begins with an extensive discovery period and insight workshop –ensuring the Jacob Tyler team gains a clear understanding of the product and its goals, as well as becoming fully immersed in the spirit of the product – before moving to the planning, design and conception phases.
Leidos is a FORTUNE 500® science and technology solutions leader working to address some of the world’s toughest challenges in national security, health and engineering. The Company’s 22,000 employees support vital missions for our government and the commercial sector, develop innovative solutions to drive better outcomes and defend our Nation’s digital and physical infrastructure from ‘new world’ threats. Headquartered in Reston, Va., Leidos reported annual revenues of approximately $5.77 billion for its fiscal year ended January 31, 2014 after giving effect to the spin-off of the company’s technical services and information technology business. For more information, visit www.Leidos.com.
About Jacob Tyler
Jacob Tyler is an award-winning, full-service brand communications agency. The agency employs its expertise in brand strategy, identity and implementation – including web design and development, product design, marketing collateral, online marketing, social media and reputation management – to create meaningful brands with significant value. The agency employs a process-oriented approach to create and maintain eye-catching brands that meet its clients stated goals and objectives.
Jacob Tyler was named one of America’s fastest-growing companies in 2010 by Inc. 5000 and one of San Diego’s fastest growing companies for five years running by the San Diego Business Journal. Jacob Tyler has worked with global and national clients – including Leidos, Nuvasive, Inc., Four Seasons Hotels, AT&T, Sony, and Upper Deck – and has won more than 80 national design and marketing awards. For more information, visit jacobtyler.com