Strengthening
Branding
for a Defence Pioneer
Uni Square Concepts
Corporate film project for Elcome Integrated Systems Pvt. Ltd.
Whatever little interaction I had with the Uni Square Concepts team, I find them to be professional. They make efforts to understand the business in which the company is involved. They have an excellent set of camera persons who know what to capture and how to present that visual effect, which is appealing and keeps somebody looking at it again and again. Their ability to tailor corporate branding for defence sector messaging was commendable. The guidance which we got from Uni Square Concepts in certain cases has exceeded our expectations because we thought that our field is very niche and difficult for an outsider to understand. Uni Square has proven me wrong and they came up with suggestions which I wouldn’t have thought about. This further validated the effectiveness of their maritime marketing strategy and deep sectoral understanding.
Captain SK Singh, IN, Retd
Executive Director, Elcome Integrated Systems Pvt. Ltd.
SITUATED IN INDIA, ADVERTISING FOR THE World.
[ Strenuous situations, demanding times ]
The challenge
As one of India’s leading organisations in the highly specialised domain of defence and maritime technology, Elcome operates at a significant scale — serving national defence forces, government establishments, and global partners through complex, mission-critical solutions. The organisation needed a partner capable of implementing corporate branding for defence sector strategies while ensuring adherence to confidentiality and technical accuracy.
The objective was to create a cohesive and modern visual and narrative framework that would strengthen the brand’s presence across stakeholder touchpoints, ensuring that Elcome’s legacy, technical excellence, and forward-looking vision were effectively represented. This Defence case study also aimed to integrate maritime marketing strategy elements for greater resonance with naval and maritime clients.
In achieving this objective, several key challenges were encountered:
- Understanding and interpreting highly technical concepts and systems to communicate them effectively to a wide range of stakeholders, including defence establishments, government agencies, and international partners.
- Ensuring that the creative expression upheld the confidentiality and sensitivity associated with defence-related content while remaining engaging and informative.
- Striking the right balance between Elcome’s long-standing legacy and its forward-looking focus on technological innovation.
- Establishing a consistent and sophisticated visual language across multiple communication platforms, including brochures, films, and presentations.
- Planning and executing detailed photo and video shoots across multiple technical environments, ensuring precision in depicting equipment, processes, and infrastructure.
- Restructuring existing communication materials, including brochures and presentations, which did not fully capture Elcome’s true calibre and goodwill, to ensure they authentically represented the company’s scale, expertise, and distinguished industry reputation- a hallmark of effective corporate branding for defence sector execution.
[ Effective Measures ]
The Solution
Uni Square Concepts collaborated with Elcome to develop a comprehensive communication and visual branding strategy that accurately represented the organisation’s large-scale operations, technical sophistication, and decades-long legacy in defence and maritime technology. The initiative aimed to build a strong, cohesive brand narrative that aligned with Elcome’s position as a trusted technology leader serving national and global stakeholders. This approach exemplified corporate branding for defence sector excellence while incorporating a forward-looking maritime marketing strategy. This Defence case study demonstrates how structured storytelling, backed by deep technical understanding, can transform brand perception in sensitive, high-stakes industries.
VISIT TO ELCOME’S MUMBAI HEADQUARTERS ON CLIENT INVITATION
The CEO of Uni Square Concepts, Mr. Uday Sonthalia, along with his team, was specially invited to Mumbai — the headquarters and central operational hub of Elcome — to engage with the company’s leadership team, provide strategic insights, and conduct an interactive workshop, while also gaining first-hand understanding of its extensive infrastructure and diverse capabilities. Personally leading the engagement, Mr. Sonthalia interacted with various departments, explored the R&D and manufacturing facilities, and developed an in-depth perspective on the brand’s technological and organisational strength.
This on-site engagement reflected the leadership and strategic acumen of the CEO, underscoring the trust that leading enterprises like Elcome place in his creative and brand-building expertise, particularly his expertise in corporate branding for defence sector communications and maritime marketing strategy alignment. The insights gathered during the visit under his direction were instrumental in shaping the creative vision, ensuring that every communication element reflected the scale, sophistication, and legacy of Elcome.
VISIT TO ELCOME'S MUMBAI HEADQUARTERS ON CLIENT INVITATION
WORKSHOP BY CEO
Elcome invited Mr. Uday Sonthalia, CEO of Uni Square Concepts, to conduct an interactive workshop at its Mumbai headquarters. The session brought together over 14 members of Elcome’s top management team, including heads of key departments & business units. Through a series of insightful questions and structured discussions, Mr. Sonthalia encouraged the leadership team to reflect deeply on the company’s purpose, values, and positioning — an essential component of corporate branding for defence sector transformation. The session helped participants gain clarity on various aspects of their business—from brand communication and audience perception to internal alignment and future direction. By facilitating open dialogue and strategic reflection, the workshop enabled Elcome’s leadership to gain deeper insights into the brand’s identity and market perception. It encouraged the team to refine their approach to brand storytelling, strengthen consistency in messaging, and align creative communication with a unified brand vision. The outcomes of the session have further reinforced Elcome’s branding and marketing efforts, ensuring a cohesive and impactful presence across all platforms.
WORKSHOP CONDUCTED BY CEO
COMPREHENSIVE BRAND STRATEGY DELIVERED TO ELCOME
Elcome undertook a comprehensive strategy session focused on defining its brand communication objectives, audience alignment, and presentation approach. The initiative aimed to create a clear strategic blueprint that highlights Elcome’s strengths, capabilities, and legacy, ensuring they are effectively communicated across all platforms. This strategic direction now serves as the foundation for all creative and communication efforts, aligning every deliverable with Elcome’s brand vision and business goals.
BRAND STRATEGY DELIVERED TO ELCOME BY UNI SQUARE CONCEPTS
PHOTO SHOOT AND VIDEO SHOOT
Uni Square Concepts executed extensive photo and video shoots across Elcome’s corporate office, R&D facilities, and manufacturing units. The objective was to capture the company’s technological capabilities, modern infrastructure, and skilled workforce with precision and authenticity. The production involved the use of professional-grade equipment, including mirrorless cameras for high-resolution imaging, gimbals for stabilised motion shots, professional lighting setups with softboxes and LED panels to ensure optimal illumination, and directional microphones with field recorders for superior audio quality during video captures. The high-end equipment maintained the authenticity expected in corporate branding for defence sector visuals and technical maritime marketing strategy documentation. Each frame was meticulously planned and executed to maintain technical accuracy and visual coherence, effectively showcasing the scale, sophistication, and technological depth of Elcome’s operations.
pHOTO & VIDEO SHOOT DONE for Elcome Integrated Systems Pvt. Ltd. by uni square concepts
CORPORATE FILM
The Corporate Film served as the flagship visual narrative of Elcome, highlighting its five-decade journey, technological expertise, and contribution to India’s defence and maritime advancement. Shot across Elcome’s corporate office, R&D setups, and manufacturing facilities, the film combined authentic visuals with motion graphics, data overlays, and dynamic transitions to build a cohesive storytelling flow. The film was conceptualised to blend storytelling with technology, a hallmark of corporate branding for defence sector communication. Its visual sophistication and emotional tone demonstrated the power of an integrated maritime marketing strategy, reinforcing Elcome’s brand across audiences.
Corporate Film created for Elcome Integrated Systems Pvt. Ltd. by uni square concepts
SHORT AD FILM
Complementing the Corporate Film, a Short Ad Film was created for use across exhibitions, corporate events, and digital platforms. The film was designed to deliver maximum impact in minimal time, ensuring strong brand recall and visual coherence with the main corporate narrative.
Short Ad Film created for Elcome Integrated Systems Pvt. Ltd. by uni square concepts
INTRO & OUTRO VIDEO
We created custom Intro and Outro animations to give Elcome a modern, consistent visual identity across all digital platforms. The Intro delivers a clean, sharp logo reveal that instantly sets a premium tone, while the Outro reinforces the brand’s focus on technology and innovation with a crisp, forward-looking finish. Designed for repeat use, these assets work seamlessly across corporate presentations, social media, and industry events, ensuring every piece of video communication feels cohesive, polished, and high-end. The result is a strong final impression that elevates brand recall and professionalism in every viewer interaction.
Intro & outro video Created for Elcome Integrated Systems Pvt. Ltd. by uni square concepts
BROCHURE DESIGN
An 8-page premium corporate brochure was conceptualized and designed as a key element of Elcome’s brand communication strategy. It effectively showcased the company’s extensive portfolio across defence, maritime, and critical infrastructure domains, presenting complex technical information with clarity and impact. The content structure and design were carefully crafted to balance precision with visual sophistication, ensuring that every detail authentically reflected Elcome’s operational excellence and industry leadership. This material exemplifies corporate branding for defence sector excellence and effectively ties into broader maritime marketing strategy goals.
Brochure designed for Elcome Integrated Systems Pvt. Ltd. by uni square concepts
CORPORATE PRESENTATION
A comprehensive 60+ slide corporate presentation was developed to support Elcome’s business development, partnership outreach, and investor communication. The presentation provided a deep visual narrative of Elcome’s expertise — from R&D and manufacturing to global collaborations — while maintaining a structured flow aligned with corporate storytelling best practices. It remains a cornerstone tool for communicating across platforms — a key takeaway from this Defence case study and an example of how corporate branding for defence sector work can achieve strategic depth.
Presentation designed for Elcome Integrated Systems Pvt. Ltd. by uni square concepts
[ Outcome ]
Results
The collaboration between Elcome Integrated Systems and Uni Square Concepts led to the creation of a cohesive and sophisticated brand communication framework that reflects Elcome’s stature, legacy, and technological leadership – a true model of corporate branding for defence sector success and effective maritime marketing strategy integration. The integrated approach across visual, verbal, and digital touchpoints strengthened the organisation’s positioning and enhanced its engagement with key stakeholders.
- Enhanced Brand Representation: The newly developed materials authentically captured Elcome’s engineering excellence, innovation-driven culture, and extensive market presence, reinforcing its credibility in the defence and maritime domains.
- Improved Visual Consistency: A unified design language was established across brochures, presentations, and films, ensuring brand coherence and recognition across all communication platforms – a hallmark of effective corporate branding for defence sector implementation.
- Comprehensive Data Consolidation: Years of information and communication assets were meticulously reviewed, structured, and organised into a cohesive framework. This systematic consolidation enabled a more streamlined, consistent, and efficient approach to brand communication.
- Strengthened Stakeholder Engagement: The corporate and ad films, supported by the brochure and presentation, became effective tools for communicating Elcome’s capabilities at exhibitions, client meetings, and global collaborations.
- Strategic Brand Advancement: The new communication assets not only modernised Elcome’s visual identity but also aligned its brand narrative with its forward-looking vision, creating long-term value for the organisation.
This Defence case study demonstrates how strategic thinking, technical storytelling, and creative precision can together drive brand excellence in both defence and maritime sectors through effective corporate branding for defence sector and visionary maritime marketing strategy practices.