From state-owned to autonomous company

In 2006, Direction des Constructions Navales, a company with over 350 years of naval history that built ships for Louis XIV, acquired the naval business of Thalès, with the merged entity given autonomy to compete on the open market. The new company had a broader strategic focus, and Dragon Rouge were asked to help transform it from a state-owned operation to a brand known as a leader in European naval defence, able to deliver its products and related services to naval forces across the globe.

Strength at sea

Dragon Rouge took as its central theme the motto ‘Strength at Sea’. We looked for a more focused, stronger, more memorable name. It was important that it was instantly recognised that Direction des Constructions Navales’ position was at the very top echelon in its field. We took advantage of a curious fact that the major competition, such as BAES and TKMS, all employed 4-letter acronyms ending in S. The new name, DCNS, immediately enabled the company to its place as part of that illustrious family, without ever needing to define or explain the full acronym behind it. A fluid logo communicated technology, strength and smooth service, signing off with a red banner at the top of the ‘S’ to mimic the ‘flanne du guerre’ the naval flag traditionally flown from the topmost mast to indicate a war footing. We made key management figures ambassadors for the brand through a distinct photographic style, turned the products into real stars, placed talented staff at the centre of communications, chose a very forward-looking tone of voice, and brought authority to sea images through world renowned photographer, Philip Plisson. We ran courses for communicators, change management communications, recruitment campaigns based around the notion of ‘bringing out the strength within you’, oversaw a complete print overhaul and more... an extraordinary range of tasks aimed at priming this 11,000-strong organisation for the open market.

Established globally, and expanding into energy innovation

DCNS has successfully established itself globally, winning contracts from Germany to Brazil to Russia. It is now actively expanding into marine renewable energy, making major innovations, with Dragon Rouge helping create the brand ‘Flexblue’, its new subsea power plants.