General Dynamics Information Technology (GDIT) is a leading government systems integrator. In 2018 the company acquired IT giant CSRA. Together, the two companies boasted an incredible array of services and experience that needed to be unified under a single brand expression.
Interbrand helped in defining the brand strategy, creating the visual and verbal identity, developing brand assets and templates, providing guidance on the website design and supporting the brand launch at GDIT’s new campus.
The GDIT brand needed to stand out among long-standing, traditional federal systems integrators in the category and compete with newer tech players who are steadily pursuing large-scale government contacts.
We positioned the new brand to meet customer needs for progressive, agile, strategic partners, and attract the best talent and retain them. We understood that in order to compete and win, GDIT would have to strike the balance between past performance and future capabilities, be perceived as more consultative, and change their relationship with their enormous workforce (most of which work remotely or onsite at various government agencies).
The result is a brand that expresses GDIT’s complex capabilities in a new way, reflecting its unrivaled expertise with a sophisticated approach that elevates the role of its employees. When the brand launched on April 4th, 2019, the impact was palpable.
The new brand was applied to organic and paid social media campaigns which launched on day one. Messaging and creative were developed for internal launch to 35,000 employees through seven simultaneous live events and virtual events across the United States. The launch was followed by more than 100 industry events and tradeshows, an airport advertising campaign, a DC metro stop campaign, a radio campaign, and a geo-targeted digital advertising campaign.
The external campaign garnered more than 280M impressions in 8-10 weeks.
On launch date, the new GDIT.com received 12,000 unique visitors. Since launch, the brand has seen a 358% increase in social media engagement, 5500 new followers on LinkedIn, an average of 105% increase in website traffic, and over 50,000 visits to the newly launched “Brand Central” intranet page.