Finding a voice as a challenger brand
For generations, L3Harris has manufactured the most rugged and reliable products on the market, while advancing policies and technologies that liberate the user from the limitations of the industry status quo. Despite this, L3Harris had struggled for market share in an industry dominated by a single competitor.
The charge for the L3Harris brand was to redefine reliability--showcasing their innovations as essential assets to their customer's mission.
A promise that L3Harris was “all in on your mission” became the central theme in the new narrative and messaging, while a fresh approach to visuals featured frontline heroes in real and hyper-real moments of truth. A simplified product architecture distilled dozens of disparate products into categories based on customer need.
This formed the foundation for a series of "All-in" activations‒including brand training for the L3Harris sales teams and partners, signature product launches, immersive trade show experiences, and a bold thought leadership initiative.
Results and ripples effects
From early strategy to activation and beyond, this repositioning work has proven to be an enduring force of focus and forward momentum for L3Harris. For the competition, however, the project had a much more chilling effect—evidenced in a public RFP from the industry's 800 lb. gorilla, citing L3Harris' campaign as work they hoped to emulate.