CLIENT: SiNAB
OFFERING: A leading Australian-owned and operated SME, delivering hightech products, services, and solutions to meet real-world defence and aerospace challenges
OBJECTIVE: Increase awareness of the brand and launch SiNAB’s Phoenix POD solution at the Avalon Airshow
KEY CHALLENGES:
- SiNAB originally developed its Phoenix Pod for Joint Terminal Attack Controller (JTAC) for the defence market
- As the technology evolved and gained traction – particularly in the United States with customer RAVN – the opportunity arose to reposition it as a broader Intelligence, Surveillance, and Reconnaissance (ISR) capability
- This shift expanded its potential beyond traditional defence use, incorporating applications in emergency services, border security, and disaster response
- At the same time, SiNAB needed to build its brand from scratch, develop a segmented global audience, and ensure high engagement across digital channels
- As an engineering-led company, the challenge was to balance technical depth with accessible messaging, establishing credibility while ensuring key decision-makers in defence, aerospace, and government sectors understood the Phoenix Pod’s real-world applications.
ACTIVITIES:
- Established SiNAB’s brand identity, built its first website, and created foundational marketing materials to introduce the Phoenix Pod to the market
- Shifted the messaging around the Phoenix Pod from its original JTAC and Joint Fires focus to a broader ISR capability, highlighting applications in defence and civilianindustries
- Supported SiNAB’s launch at Avalon 2023 with high-impact visuals and strategic messaging, ensuring industry stakeholders clearly understood the Pod’s expanded use cases
- Developed marketing materials that translated SiNAB’s technical expertise into clear, engaging narratives, reinforcing their engineering leadership
- Built SiNAB’s online presence from scratch, developing a highly engaged, segmented audience across defence, aerospace, and emergency services
- Created high-quality LinkedIn content, media releases, and case studies showcasing the Phoenix Pod’s real-world ISR applications
- Continued to expand SiNAB’s global presence through participation in major trade shows such as IDEX Abu Dhabi and SOF Week Tampa, working where possible with Team Defence Australia and leveraging strategic content and partnerships.
OUTCOMES:
- Successful brand repositioning: clearly defined the transition from a JTAC-focused tool to a multi-use ISR capability, making it more attractive to international defence and emergency services markets
- Increased global brand awareness: built a highly engaged audience from scratch, growing SiNAB’s online presence and expanding its influence in key markets
- Expanded product line: the introduction of the Phoenix Mini positioned SiNAB for new tactical ISR applications, opening up further market opportunities
- International market growth: SiNAB has gained traction in US, European, and Middle Eastern markets, leading to ongoing discussions and potential partnerships across defence, security, and emergency response sectors.
“The Measured Marketer has been essential in building SiNAB’s brand and market presence from the ground up. From developing our original branding to repositioning us for global expansion, Jacqui and her team have played a key role at every stage of our journey. Thanks to early support from the Defence Innovation Hub grant, we had a strong foundation, but we needed the right marketing strategy to take it to the next level. The repositioning of our Phoenix Pod to a broader ISR capability has opened new opportunities beyond defence, and their expertise in B2B and defence marketing, combined with a deep understanding of how to translate engineering innovation into commercial success, has been invaluable to our growth.”
Tony Landers, SiNAB
This case study was featured in our Navigating Defence Opportunities Whitepaper.
