Firedog conducted an exciting research phase, whereby fellows of the Academy applied minds in an exercise to define the core DNA of the brand. They explored the Academy’s role in society and it became increasingly apparent that the “Heart of Society” positioning was very authentic and appropriate. The research also informed the creative process, exposing the current identity as rigid, restricting and not very imaginative. The Academy addressed a multitude of audience segments, therefore we developed a visual identity system which could be “dialed” up to speak to younger audiences, but at the same time toned down to speak to industry and policy makers. Firedog refreshed the RAeng symbol, literally turning it on its head.