MARTECH Security & Defense Technologies
MARTECH is a global provider of security and defense solutions, serving governments and businesses across Egypt, the UAE (United Arab Emirates), and Europe.
Services
Web Design, UX/UI Design, Branding, No-Code Development, Graphic Design
Services
Web Design, UX/UI Design, Branding, No-Code Development, Graphic Design
Services
Web Design, UX/UI Design, Branding, No-Code Development, Graphic Design
Tools
Figma, Wix
Tools
Figma, Wix
Tools
Figma, Wix
Value
Rebranding Security with Substance: A Case Study in Culture, Trust, and Design
Value
Rebranding Security with Substance: A Case Study in Culture, Trust, and Design
Value
Rebranding Security with Substance: A Case Study in Culture, Trust, and Design
Timeline
2 months
Timeline
2 months
Timeline
2 months
Introduction
As their offerings evolved into advanced technologies like cybersecurity, AI, and robotics, MARTECH needed a modern, trustworthy brand identity and digital presence that could reflect both their innovation and authority.
I led the design and development of a new website and rebranding initiative for MARTECH, collaborating with two other designers. I served as the team lead and the primary point of contact for all client and stakeholder communications.
Role: Lead UX/UI Designer & Project Manager
Collaborators: 1 UX/UI Designer, 1 Logo Designer
Platform: WYSIWYG Website Builder
Client Industry: Security & Defense Technologies
Regions Served: Egypt, UAE (United Arab Emirates), Europe
Introduction
As their offerings evolved into advanced technologies like cybersecurity, AI, and robotics, MARTECH needed a modern, trustworthy brand identity and digital presence that could reflect both their innovation and authority.
I led the design and development of a new website and rebranding initiative for MARTECH, collaborating with two other designers. I served as the team lead and the primary point of contact for all client and stakeholder communications.
Role: Lead UX/UI Designer & Project Manager
Collaborators: 1 UX/UI Designer, 1 Logo Designer
Platform: WYSIWYG Website Builder
Client Industry: Security & Defense Technologies
Regions Served: Egypt, UAE (United Arab Emirates), Europe
Introduction
As their offerings evolved into advanced technologies like cybersecurity, AI, and robotics, MARTECH needed a modern, trustworthy brand identity and digital presence that could reflect both their innovation and authority.
I led the design and development of a new website and rebranding initiative for MARTECH, collaborating with two other designers. I served as the team lead and the primary point of contact for all client and stakeholder communications.
Role: Lead UX/UI Designer & Project Manager
Collaborators: 1 UX/UI Designer, 1 Logo Designer
Platform: WYSIWYG Website Builder
Client Industry: Security & Defense Technologies
Regions Served: Egypt, UAE (United Arab Emirates), Europe
My Role
Led and coordinated the full website design and rebranding initiative
Acted as main liaison for the client and stakeholders
Designed UX/UI for the website alongside a second designer
Oversaw brand direction and managed the visual redesign including logo
Designed all graphic design across the website, including iconography, layout styling, and abstract visual assets
Built and launched the site using a WYSIWYG platform
Delivered responsive, accessible design with a focus on cold lead generation
My Role
Led and coordinated the full website design and rebranding initiative
Acted as main liaison for the client and stakeholders
Designed UX/UI for the website alongside a second designer
Oversaw brand direction and managed the visual redesign including logo
Designed all graphic design across the website, including iconography, layout styling, and abstract visual assets
Built and launched the site using a WYSIWYG platform
Delivered responsive, accessible design with a focus on cold lead generation
My Role
Led and coordinated the full website design and rebranding initiative
Acted as main liaison for the client and stakeholders
Designed UX/UI for the website alongside a second designer
Oversaw brand direction and managed the visual redesign including logo
Designed all graphic design across the website, including iconography, layout styling, and abstract visual assets
Built and launched the site using a WYSIWYG platform
Delivered responsive, accessible design with a focus on cold lead generation
Design Process
1. Discovery & Strategy
We began with a series of stakeholder interviews to understand MARTECH’s goals, market positioning, and user pain points. The key objectives were:
Create a culturally resonant and modern brand
Reflect the company's innovation and global reach
Enable cold inbound contact from prospective clients without intermediaries
2. Branding: Logo & Colors
The company’s original branding lacked the trust and sophistication expected in the global defense market. After extensive research into cultural symbolism and color psychology, we established a new visual identity:
Navy Blue: Symbolizing protection, authority, and trust—especially important in Middle Eastern cultures
Gold: Universally associated with wealth and prestige, but also deeply meaningful in Egypt where gold connotes strength and protection. Together, this pairing evoked the feeling of a “protective hug,” a culturally resonant metaphor in Egyptian design.
Logo: We introduced a stylized eagle—timeless and powerful. This bird was chosen for its associations with nobility and vision in the UAE, and strength in global symbolism. The final mark is minimalist yet iconic, designed to scale and endure across future touchpoints.
Design Process
1. Discovery & Strategy
We began with a series of stakeholder interviews to understand MARTECH’s goals, market positioning, and user pain points. The key objectives were:
Create a culturally resonant and modern brand
Reflect the company's innovation and global reach
Enable cold inbound contact from prospective clients without intermediaries
2. Branding: Logo & Colors
The company’s original branding lacked the trust and sophistication expected in the global defense market. After extensive research into cultural symbolism and color psychology, we established a new visual identity:
Navy Blue: Symbolizing protection, authority, and trust—especially important in Middle Eastern cultures
Gold: Universally associated with wealth and prestige, but also deeply meaningful in Egypt where gold connotes strength and protection. Together, this pairing evoked the feeling of a “protective hug,” a culturally resonant metaphor in Egyptian design.
Logo: We introduced a stylized eagle—timeless and powerful. This bird was chosen for its associations with nobility and vision in the UAE, and strength in global symbolism. The final mark is minimalist yet iconic, designed to scale and endure across future touchpoints.
Design Process
1. Discovery & Strategy
We began with a series of stakeholder interviews to understand MARTECH’s goals, market positioning, and user pain points. The key objectives were:
Create a culturally resonant and modern brand
Reflect the company's innovation and global reach
Enable cold inbound contact from prospective clients without intermediaries
2. Branding: Logo & Colors
The company’s original branding lacked the trust and sophistication expected in the global defense market. After extensive research into cultural symbolism and color psychology, we established a new visual identity:
Navy Blue: Symbolizing protection, authority, and trust—especially important in Middle Eastern cultures
Gold: Universally associated with wealth and prestige, but also deeply meaningful in Egypt where gold connotes strength and protection. Together, this pairing evoked the feeling of a “protective hug,” a culturally resonant metaphor in Egyptian design.
Logo: We introduced a stylized eagle—timeless and powerful. This bird was chosen for its associations with nobility and vision in the UAE, and strength in global symbolism. The final mark is minimalist yet iconic, designed to scale and endure across future touchpoints.
3. Website UX/UI
Due to the sensitive nature of MARTECH’s work (e.g., defense, cybersecurity, AI), traditional imagery was limited. Instead, we embraced an abstract, tech-forward aesthetic using conceptual imagery and subtle motion to convey innovation without compromising discretion.
MVP Approach
We focused on clarity and conversion with an MVP mindset:
Clean information architecture guiding users to key solution areas
Multiple contact points throughout to support cold outreach
Clear copy communicating expertise and breadth of services
4. Responsive & Accessible Design
The site was optimized for all screen sizes with intuitive touchpoints. Every section was structured with accessibility in mind—clear contrast, scalable elements, and modular layouts to future-proof the experience.
3. Website UX/UI
Due to the sensitive nature of MARTECH’s work (e.g., defense, cybersecurity, AI), traditional imagery was limited. Instead, we embraced an abstract, tech-forward aesthetic using conceptual imagery and subtle motion to convey innovation without compromising discretion.
MVP Approach
We focused on clarity and conversion with an MVP mindset:
Clean information architecture guiding users to key solution areas
Multiple contact points throughout to support cold outreach
Clear copy communicating expertise and breadth of services
4. Responsive & Accessible Design
The site was optimized for all screen sizes with intuitive touchpoints. Every section was structured with accessibility in mind—clear contrast, scalable elements, and modular layouts to future-proof the experience.
3. Website UX/UI
Due to the sensitive nature of MARTECH’s work (e.g., defense, cybersecurity, AI), traditional imagery was limited. Instead, we embraced an abstract, tech-forward aesthetic using conceptual imagery and subtle motion to convey innovation without compromising discretion.
MVP Approach
We focused on clarity and conversion with an MVP mindset:
Clean information architecture guiding users to key solution areas
Multiple contact points throughout to support cold outreach
Clear copy communicating expertise and breadth of services
4. Responsive & Accessible Design
The site was optimized for all screen sizes with intuitive touchpoints. Every section was structured with accessibility in mind—clear contrast, scalable elements, and modular layouts to future-proof the experience.
Learnings + Takeaways
Cultural symbolism is powerful: The emotional resonance of colors and icons can deeply enhance a brand’s authenticity, especially in international markets.
Modernizing legacy industries: The defense sector often lags behind in design. By incorporating delight, motion, and modern UX, we carved out a competitive edge.
Design leadership is as much communication as creation: Leading this project taught me how valuable it is to balance vision, feedback, and execution across a cross-functional team.
Learnings + Takeaways
Cultural symbolism is powerful: The emotional resonance of colors and icons can deeply enhance a brand’s authenticity, especially in international markets.
Modernizing legacy industries: The defense sector often lags behind in design. By incorporating delight, motion, and modern UX, we carved out a competitive edge.
Design leadership is as much communication as creation: Leading this project taught me how valuable it is to balance vision, feedback, and execution across a cross-functional team.
Learnings + Takeaways
Cultural symbolism is powerful: The emotional resonance of colors and icons can deeply enhance a brand’s authenticity, especially in international markets.
Modernizing legacy industries: The defense sector often lags behind in design. By incorporating delight, motion, and modern UX, we carved out a competitive edge.
Design leadership is as much communication as creation: Leading this project taught me how valuable it is to balance vision, feedback, and execution across a cross-functional team.
Reach out anytime
Let’s Stay Connected
Got questions or want to collaborate? Feel free to reach out—I'm open to new projects or just a casual chat!
martin.rebeccaelise@gmail.com
Reach out anytime
Let’s Stay Connected
Got questions or want to collaborate? Feel free to reach out—I'm open to new projects or just a casual chat!
martin.rebeccaelise@gmail.com
Reach out anytime
Let’s Stay Connected
Got questions or want to collaborate? Feel free to reach out—I'm open to new projects or just a casual chat!
martin.rebeccaelise@gmail.com
MARTECH Security & Defense Technologies
MARTECH is a global provider of security and defense solutions, serving governments and businesses across Egypt, the UAE (United Arab Emirates), and Europe.
Services
Web Design, UX/UI Design, Branding, No-Code Development, Graphic Design
Services
Web Design, UX/UI Design, Branding, No-Code Development, Graphic Design
Services
Web Design, UX/UI Design, Branding, No-Code Development, Graphic Design
Tools
Figma, Wix
Tools
Figma, Wix
Tools
Figma, Wix
Value
Rebranding Security with Substance: A Case Study in Culture, Trust, and Design
Value
Rebranding Security with Substance: A Case Study in Culture, Trust, and Design
Value
Rebranding Security with Substance: A Case Study in Culture, Trust, and Design
Timeline
2 months
Timeline
2 months
Timeline
2 months
Introduction
As their offerings evolved into advanced technologies like cybersecurity, AI, and robotics, MARTECH needed a modern, trustworthy brand identity and digital presence that could reflect both their innovation and authority.
I led the design and development of a new website and rebranding initiative for MARTECH, collaborating with two other designers. I served as the team lead and the primary point of contact for all client and stakeholder communications.
Role: Lead UX/UI Designer & Project Manager
Collaborators: 1 UX/UI Designer, 1 Logo Designer
Platform: WYSIWYG Website Builder
Client Industry: Security & Defense Technologies
Regions Served: Egypt, UAE (United Arab Emirates), Europe
Introduction
As their offerings evolved into advanced technologies like cybersecurity, AI, and robotics, MARTECH needed a modern, trustworthy brand identity and digital presence that could reflect both their innovation and authority.
I led the design and development of a new website and rebranding initiative for MARTECH, collaborating with two other designers. I served as the team lead and the primary point of contact for all client and stakeholder communications.
Role: Lead UX/UI Designer & Project Manager
Collaborators: 1 UX/UI Designer, 1 Logo Designer
Platform: WYSIWYG Website Builder
Client Industry: Security & Defense Technologies
Regions Served: Egypt, UAE (United Arab Emirates), Europe
Introduction
As their offerings evolved into advanced technologies like cybersecurity, AI, and robotics, MARTECH needed a modern, trustworthy brand identity and digital presence that could reflect both their innovation and authority.
I led the design and development of a new website and rebranding initiative for MARTECH, collaborating with two other designers. I served as the team lead and the primary point of contact for all client and stakeholder communications.
Role: Lead UX/UI Designer & Project Manager
Collaborators: 1 UX/UI Designer, 1 Logo Designer
Platform: WYSIWYG Website Builder
Client Industry: Security & Defense Technologies
Regions Served: Egypt, UAE (United Arab Emirates), Europe
My Role
Led and coordinated the full website design and rebranding initiative
Acted as main liaison for the client and stakeholders
Designed UX/UI for the website alongside a second designer
Oversaw brand direction and managed the visual redesign including logo
Designed all graphic design across the website, including iconography, layout styling, and abstract visual assets
Built and launched the site using a WYSIWYG platform
Delivered responsive, accessible design with a focus on cold lead generation
My Role
Led and coordinated the full website design and rebranding initiative
Acted as main liaison for the client and stakeholders
Designed UX/UI for the website alongside a second designer
Oversaw brand direction and managed the visual redesign including logo
Designed all graphic design across the website, including iconography, layout styling, and abstract visual assets
Built and launched the site using a WYSIWYG platform
Delivered responsive, accessible design with a focus on cold lead generation
My Role
Led and coordinated the full website design and rebranding initiative
Acted as main liaison for the client and stakeholders
Designed UX/UI for the website alongside a second designer
Oversaw brand direction and managed the visual redesign including logo
Designed all graphic design across the website, including iconography, layout styling, and abstract visual assets
Built and launched the site using a WYSIWYG platform
Delivered responsive, accessible design with a focus on cold lead generation
Design Process
1. Discovery & Strategy
We began with a series of stakeholder interviews to understand MARTECH’s goals, market positioning, and user pain points. The key objectives were:
Create a culturally resonant and modern brand
Reflect the company's innovation and global reach
Enable cold inbound contact from prospective clients without intermediaries
2. Branding: Logo & Colors
The company’s original branding lacked the trust and sophistication expected in the global defense market. After extensive research into cultural symbolism and color psychology, we established a new visual identity:
Navy Blue: Symbolizing protection, authority, and trust—especially important in Middle Eastern cultures
Gold: Universally associated with wealth and prestige, but also deeply meaningful in Egypt where gold connotes strength and protection. Together, this pairing evoked the feeling of a “protective hug,” a culturally resonant metaphor in Egyptian design.
Logo: We introduced a stylized eagle—timeless and powerful. This bird was chosen for its associations with nobility and vision in the UAE, and strength in global symbolism. The final mark is minimalist yet iconic, designed to scale and endure across future touchpoints.
Design Process
1. Discovery & Strategy
We began with a series of stakeholder interviews to understand MARTECH’s goals, market positioning, and user pain points. The key objectives were:
Create a culturally resonant and modern brand
Reflect the company's innovation and global reach
Enable cold inbound contact from prospective clients without intermediaries
2. Branding: Logo & Colors
The company’s original branding lacked the trust and sophistication expected in the global defense market. After extensive research into cultural symbolism and color psychology, we established a new visual identity:
Navy Blue: Symbolizing protection, authority, and trust—especially important in Middle Eastern cultures
Gold: Universally associated with wealth and prestige, but also deeply meaningful in Egypt where gold connotes strength and protection. Together, this pairing evoked the feeling of a “protective hug,” a culturally resonant metaphor in Egyptian design.
Logo: We introduced a stylized eagle—timeless and powerful. This bird was chosen for its associations with nobility and vision in the UAE, and strength in global symbolism. The final mark is minimalist yet iconic, designed to scale and endure across future touchpoints.
Design Process
1. Discovery & Strategy
We began with a series of stakeholder interviews to understand MARTECH’s goals, market positioning, and user pain points. The key objectives were:
Create a culturally resonant and modern brand
Reflect the company's innovation and global reach
Enable cold inbound contact from prospective clients without intermediaries
2. Branding: Logo & Colors
The company’s original branding lacked the trust and sophistication expected in the global defense market. After extensive research into cultural symbolism and color psychology, we established a new visual identity:
Navy Blue: Symbolizing protection, authority, and trust—especially important in Middle Eastern cultures
Gold: Universally associated with wealth and prestige, but also deeply meaningful in Egypt where gold connotes strength and protection. Together, this pairing evoked the feeling of a “protective hug,” a culturally resonant metaphor in Egyptian design.
Logo: We introduced a stylized eagle—timeless and powerful. This bird was chosen for its associations with nobility and vision in the UAE, and strength in global symbolism. The final mark is minimalist yet iconic, designed to scale and endure across future touchpoints.
3. Website UX/UI
Due to the sensitive nature of MARTECH’s work (e.g., defense, cybersecurity, AI), traditional imagery was limited. Instead, we embraced an abstract, tech-forward aesthetic using conceptual imagery and subtle motion to convey innovation without compromising discretion.
MVP Approach
We focused on clarity and conversion with an MVP mindset:
Clean information architecture guiding users to key solution areas
Multiple contact points throughout to support cold outreach
Clear copy communicating expertise and breadth of services
4. Responsive & Accessible Design
The site was optimized for all screen sizes with intuitive touchpoints. Every section was structured with accessibility in mind—clear contrast, scalable elements, and modular layouts to future-proof the experience.
3. Website UX/UI
Due to the sensitive nature of MARTECH’s work (e.g., defense, cybersecurity, AI), traditional imagery was limited. Instead, we embraced an abstract, tech-forward aesthetic using conceptual imagery and subtle motion to convey innovation without compromising discretion.
MVP Approach
We focused on clarity and conversion with an MVP mindset:
Clean information architecture guiding users to key solution areas
Multiple contact points throughout to support cold outreach
Clear copy communicating expertise and breadth of services
4. Responsive & Accessible Design
The site was optimized for all screen sizes with intuitive touchpoints. Every section was structured with accessibility in mind—clear contrast, scalable elements, and modular layouts to future-proof the experience.
3. Website UX/UI
Due to the sensitive nature of MARTECH’s work (e.g., defense, cybersecurity, AI), traditional imagery was limited. Instead, we embraced an abstract, tech-forward aesthetic using conceptual imagery and subtle motion to convey innovation without compromising discretion.
MVP Approach
We focused on clarity and conversion with an MVP mindset:
Clean information architecture guiding users to key solution areas
Multiple contact points throughout to support cold outreach
Clear copy communicating expertise and breadth of services
4. Responsive & Accessible Design
The site was optimized for all screen sizes with intuitive touchpoints. Every section was structured with accessibility in mind—clear contrast, scalable elements, and modular layouts to future-proof the experience.
Learnings + Takeaways
Cultural symbolism is powerful: The emotional resonance of colors and icons can deeply enhance a brand’s authenticity, especially in international markets.
Modernizing legacy industries: The defense sector often lags behind in design. By incorporating delight, motion, and modern UX, we carved out a competitive edge.
Design leadership is as much communication as creation: Leading this project taught me how valuable it is to balance vision, feedback, and execution across a cross-functional team.
Learnings + Takeaways
Cultural symbolism is powerful: The emotional resonance of colors and icons can deeply enhance a brand’s authenticity, especially in international markets.
Modernizing legacy industries: The defense sector often lags behind in design. By incorporating delight, motion, and modern UX, we carved out a competitive edge.
Design leadership is as much communication as creation: Leading this project taught me how valuable it is to balance vision, feedback, and execution across a cross-functional team.
Learnings + Takeaways
Cultural symbolism is powerful: The emotional resonance of colors and icons can deeply enhance a brand’s authenticity, especially in international markets.
Modernizing legacy industries: The defense sector often lags behind in design. By incorporating delight, motion, and modern UX, we carved out a competitive edge.
Design leadership is as much communication as creation: Leading this project taught me how valuable it is to balance vision, feedback, and execution across a cross-functional team.
Reach out anytime
Let’s Stay Connected
Got questions or want to collaborate? Feel free to reach out—I'm open to new projects or just a casual chat!
martin.rebeccaelise@gmail.com
Reach out anytime
Let’s Stay Connected
Got questions or want to collaborate? Feel free to reach out—I'm open to new projects or just a casual chat!
martin.rebeccaelise@gmail.com
Reach out anytime
Let’s Stay Connected
Got questions or want to collaborate? Feel free to reach out—I'm open to new projects or just a casual chat!
martin.rebeccaelise@gmail.com
MARTECH Security & Defense Technologies
MARTECH is a global provider of security and defense solutions, serving governments and businesses across Egypt, the UAE (United Arab Emirates), and Europe.
Services
Web Design, UX/UI Design, Branding, No-Code Development, Graphic Design
Services
Web Design, UX/UI Design, Branding, No-Code Development, Graphic Design
Services
Web Design, UX/UI Design, Branding, No-Code Development, Graphic Design
Tools
Figma, Wix
Tools
Figma, Wix
Tools
Figma, Wix
Value
Rebranding Security with Substance: A Case Study in Culture, Trust, and Design
Value
Rebranding Security with Substance: A Case Study in Culture, Trust, and Design
Value
Rebranding Security with Substance: A Case Study in Culture, Trust, and Design
Timeline
2 months
Timeline
2 months
Timeline
2 months
Introduction
As their offerings evolved into advanced technologies like cybersecurity, AI, and robotics, MARTECH needed a modern, trustworthy brand identity and digital presence that could reflect both their innovation and authority.
I led the design and development of a new website and rebranding initiative for MARTECH, collaborating with two other designers. I served as the team lead and the primary point of contact for all client and stakeholder communications.
Role: Lead UX/UI Designer & Project Manager
Collaborators: 1 UX/UI Designer, 1 Logo Designer
Platform: WYSIWYG Website Builder
Client Industry: Security & Defense Technologies
Regions Served: Egypt, UAE (United Arab Emirates), Europe
Introduction
As their offerings evolved into advanced technologies like cybersecurity, AI, and robotics, MARTECH needed a modern, trustworthy brand identity and digital presence that could reflect both their innovation and authority.
I led the design and development of a new website and rebranding initiative for MARTECH, collaborating with two other designers. I served as the team lead and the primary point of contact for all client and stakeholder communications.
Role: Lead UX/UI Designer & Project Manager
Collaborators: 1 UX/UI Designer, 1 Logo Designer
Platform: WYSIWYG Website Builder
Client Industry: Security & Defense Technologies
Regions Served: Egypt, UAE (United Arab Emirates), Europe
Introduction
As their offerings evolved into advanced technologies like cybersecurity, AI, and robotics, MARTECH needed a modern, trustworthy brand identity and digital presence that could reflect both their innovation and authority.
I led the design and development of a new website and rebranding initiative for MARTECH, collaborating with two other designers. I served as the team lead and the primary point of contact for all client and stakeholder communications.
Role: Lead UX/UI Designer & Project Manager
Collaborators: 1 UX/UI Designer, 1 Logo Designer
Platform: WYSIWYG Website Builder
Client Industry: Security & Defense Technologies
Regions Served: Egypt, UAE (United Arab Emirates), Europe
My Role
Led and coordinated the full website design and rebranding initiative
Acted as main liaison for the client and stakeholders
Designed UX/UI for the website alongside a second designer
Oversaw brand direction and managed the visual redesign including logo
Designed all graphic design across the website, including iconography, layout styling, and abstract visual assets
Built and launched the site using a WYSIWYG platform
Delivered responsive, accessible design with a focus on cold lead generation
My Role
Led and coordinated the full website design and rebranding initiative
Acted as main liaison for the client and stakeholders
Designed UX/UI for the website alongside a second designer
Oversaw brand direction and managed the visual redesign including logo
Designed all graphic design across the website, including iconography, layout styling, and abstract visual assets
Built and launched the site using a WYSIWYG platform
Delivered responsive, accessible design with a focus on cold lead generation
My Role
Led and coordinated the full website design and rebranding initiative
Acted as main liaison for the client and stakeholders
Designed UX/UI for the website alongside a second designer
Oversaw brand direction and managed the visual redesign including logo
Designed all graphic design across the website, including iconography, layout styling, and abstract visual assets
Built and launched the site using a WYSIWYG platform
Delivered responsive, accessible design with a focus on cold lead generation
Design Process
1. Discovery & Strategy
We began with a series of stakeholder interviews to understand MARTECH’s goals, market positioning, and user pain points. The key objectives were:
Create a culturally resonant and modern brand
Reflect the company's innovation and global reach
Enable cold inbound contact from prospective clients without intermediaries
2. Branding: Logo & Colors
The company’s original branding lacked the trust and sophistication expected in the global defense market. After extensive research into cultural symbolism and color psychology, we established a new visual identity:
Navy Blue: Symbolizing protection, authority, and trust—especially important in Middle Eastern cultures
Gold: Universally associated with wealth and prestige, but also deeply meaningful in Egypt where gold connotes strength and protection. Together, this pairing evoked the feeling of a “protective hug,” a culturally resonant metaphor in Egyptian design.
Logo: We introduced a stylized eagle—timeless and powerful. This bird was chosen for its associations with nobility and vision in the UAE, and strength in global symbolism. The final mark is minimalist yet iconic, designed to scale and endure across future touchpoints.
Design Process
1. Discovery & Strategy
We began with a series of stakeholder interviews to understand MARTECH’s goals, market positioning, and user pain points. The key objectives were:
Create a culturally resonant and modern brand
Reflect the company's innovation and global reach
Enable cold inbound contact from prospective clients without intermediaries
2. Branding: Logo & Colors
The company’s original branding lacked the trust and sophistication expected in the global defense market. After extensive research into cultural symbolism and color psychology, we established a new visual identity:
Navy Blue: Symbolizing protection, authority, and trust—especially important in Middle Eastern cultures
Gold: Universally associated with wealth and prestige, but also deeply meaningful in Egypt where gold connotes strength and protection. Together, this pairing evoked the feeling of a “protective hug,” a culturally resonant metaphor in Egyptian design.
Logo: We introduced a stylized eagle—timeless and powerful. This bird was chosen for its associations with nobility and vision in the UAE, and strength in global symbolism. The final mark is minimalist yet iconic, designed to scale and endure across future touchpoints.
Design Process
1. Discovery & Strategy
We began with a series of stakeholder interviews to understand MARTECH’s goals, market positioning, and user pain points. The key objectives were:
Create a culturally resonant and modern brand
Reflect the company's innovation and global reach
Enable cold inbound contact from prospective clients without intermediaries
2. Branding: Logo & Colors
The company’s original branding lacked the trust and sophistication expected in the global defense market. After extensive research into cultural symbolism and color psychology, we established a new visual identity:
Navy Blue: Symbolizing protection, authority, and trust—especially important in Middle Eastern cultures
Gold: Universally associated with wealth and prestige, but also deeply meaningful in Egypt where gold connotes strength and protection. Together, this pairing evoked the feeling of a “protective hug,” a culturally resonant metaphor in Egyptian design.
Logo: We introduced a stylized eagle—timeless and powerful. This bird was chosen for its associations with nobility and vision in the UAE, and strength in global symbolism. The final mark is minimalist yet iconic, designed to scale and endure across future touchpoints.
3. Website UX/UI
Due to the sensitive nature of MARTECH’s work (e.g., defense, cybersecurity, AI), traditional imagery was limited. Instead, we embraced an abstract, tech-forward aesthetic using conceptual imagery and subtle motion to convey innovation without compromising discretion.
MVP Approach
We focused on clarity and conversion with an MVP mindset:
Clean information architecture guiding users to key solution areas
Multiple contact points throughout to support cold outreach
Clear copy communicating expertise and breadth of services
4. Responsive & Accessible Design
The site was optimized for all screen sizes with intuitive touchpoints. Every section was structured with accessibility in mind—clear contrast, scalable elements, and modular layouts to future-proof the experience.
3. Website UX/UI
Due to the sensitive nature of MARTECH’s work (e.g., defense, cybersecurity, AI), traditional imagery was limited. Instead, we embraced an abstract, tech-forward aesthetic using conceptual imagery and subtle motion to convey innovation without compromising discretion.
MVP Approach
We focused on clarity and conversion with an MVP mindset:
Clean information architecture guiding users to key solution areas
Multiple contact points throughout to support cold outreach
Clear copy communicating expertise and breadth of services
4. Responsive & Accessible Design
The site was optimized for all screen sizes with intuitive touchpoints. Every section was structured with accessibility in mind—clear contrast, scalable elements, and modular layouts to future-proof the experience.
3. Website UX/UI
Due to the sensitive nature of MARTECH’s work (e.g., defense, cybersecurity, AI), traditional imagery was limited. Instead, we embraced an abstract, tech-forward aesthetic using conceptual imagery and subtle motion to convey innovation without compromising discretion.
MVP Approach
We focused on clarity and conversion with an MVP mindset:
Clean information architecture guiding users to key solution areas
Multiple contact points throughout to support cold outreach
Clear copy communicating expertise and breadth of services
4. Responsive & Accessible Design
The site was optimized for all screen sizes with intuitive touchpoints. Every section was structured with accessibility in mind—clear contrast, scalable elements, and modular layouts to future-proof the experience.
Learnings + Takeaways
Cultural symbolism is powerful: The emotional resonance of colors and icons can deeply enhance a brand’s authenticity, especially in international markets.
Modernizing legacy industries: The defense sector often lags behind in design. By incorporating delight, motion, and modern UX, we carved out a competitive edge.
Design leadership is as much communication as creation: Leading this project taught me how valuable it is to balance vision, feedback, and execution across a cross-functional team.
Learnings + Takeaways
Cultural symbolism is powerful: The emotional resonance of colors and icons can deeply enhance a brand’s authenticity, especially in international markets.
Modernizing legacy industries: The defense sector often lags behind in design. By incorporating delight, motion, and modern UX, we carved out a competitive edge.
Design leadership is as much communication as creation: Leading this project taught me how valuable it is to balance vision, feedback, and execution across a cross-functional team.
Learnings + Takeaways
Cultural symbolism is powerful: The emotional resonance of colors and icons can deeply enhance a brand’s authenticity, especially in international markets.
Modernizing legacy industries: The defense sector often lags behind in design. By incorporating delight, motion, and modern UX, we carved out a competitive edge.
Design leadership is as much communication as creation: Leading this project taught me how valuable it is to balance vision, feedback, and execution across a cross-functional team.
Reach out anytime
Let’s Stay Connected
Got questions or want to collaborate? Feel free to reach out—I'm open to new projects or just a casual chat!
martin.rebeccaelise@gmail.com
Reach out anytime
Let’s Stay Connected
Got questions or want to collaborate? Feel free to reach out—I'm open to new projects or just a casual chat!
martin.rebeccaelise@gmail.com
Reach out anytime
Let’s Stay Connected
Got questions or want to collaborate? Feel free to reach out—I'm open to new projects or just a casual chat!
martin.rebeccaelise@gmail.com