Q&A with UK and AU Creative Leads on their Silver Transform Award Win

We’re thrilled to share that we were awarded Silver for Best Corporate Rebrand Following a Merger or Acquisition at the Transform magazine’s Transform Awards ANZ, an event celebrating global excellence in brand strategy, design and marketing.

In May 2025, Penten and Amiosec officially became PentenAmio; a moment that marked far more than a name change. It was the formal recognition of a partnership years in the making between two defence technology companies with a shared history of collaboration across Australia and the UK.

Rather than starting from scratch, the rebrand focused on honouring the legacy, trust and technical excellence of both organisations, while thoughtfully shaping a new identity to support a stronger shared future. The result is a confident, modern brand that reflects unity, capability and ambition — something the Transform Awards ANZ judges recognised when they awarded PentenAmio Silver for Best Corporate Rebrand Following a Merger or Acquisition.

What makes this recognition especially meaningful is that the rebrand was delivered entirely in-house, through close collaboration across borders and teams. In the Q&A below, our Creative Leads, Lynsey Hooper (UK) and Liz Harmer (AU) share insights into the challenges, decisions and moments that shaped the PentenAmio brand and what this milestone represents for the business moving forward.

What was the biggest challenge in creating the PentenAmio brand?

Liz: Finding a name and identity that honoured both brands while creating something future-focused. Early external concepts didn’t strike the right balance, which led to the decision to take the design fully in-house.

Lynsey: Building something new without losing the parts that made each individual company special to those who work here. We focused on drawing out those parts and evolving them as one into what is now the PentenAmio brand.

Why manage the rebrand internally?

Liz: Because we each deeply understood our markets, products and cultures. That insight couldn’t be replicated externally, and it proved critical to the success of the outcome.

Lynsey: Why not? When you give your internal creative teams exciting and rewarding work to do that really ignites their passion, they will do amazing things for your brand and your business.

What have you found most rewarding about leading this rebrand?

Liz: Seeing two organisations come together under a shared identity and watching people genuinely connect with it has been incredibly rewarding. This wasn’t just about visuals, it was about giving the business clarity, confidence and momentum at a pivotal moment. Being trusted by leadership to lead something so central to the future of the company, and to deliver a complete brand rollout in just three months, was a huge responsibility and a privilege.

Lynsey: Being able to shape both the bigger picture and its moving parts, and to do it all alongside some super talented people both inside and outside of our business. To be trusted by founders and leaders (who are deeply invested in this company) to carry out this rebrand is something we are both incredibly thankful for. I’ve also enjoyed having Liz as a creative counterpart through all of this and beyond.

What makes the PentenAmio brand different from others in defence?

Liz: Defence branding often relies heavily on formality and convention. PentenAmio deliberately chose a different path which reflects agility, innovation and people, without compromising trust or credibility.

Lynsey: In defence, everyone wants to keep something or someone safe. When we shaped the PentenAmio brand we tried to really draw on the ‘someone’ – ‘we protect those who protect us’. We echo this human touch by featuring PentenAmio’s people across our articles, social posts, videos etc. Yes, we make amazing, award-winning technology – that’s because we have great people here. They are the personality behind PentenAmio, and part of our story. I hope that PentenAmio as a brand, and a business, can reshape how this industry is perceived.

What does this award represent?

Liz: This award represents far more than design excellence. It’s a milestone that validates what the brand stands for and where PentenAmio is heading.

Lynsey: To be recognised at this level amongst big creative players and agencies is incredible, not just for this team, but for everyone at PentenAmio. It reflects that we are part of a business where we are empowered to do great things, and that this industry is more creative than people may realise.

Looking ahead

Only months into this new chapter, the Transform Awards ANZ recognition represents more than a moment of celebration – it reflects momentum, alignment and confidence in what PentenAmio has become. The award acknowledges not just a successful rebrand, but the collective effort of a business coming together with clarity of purpose and shared ambition.

From engineers and product teams to operations, leadership, HR and marketing, this brand is the visible outcome of months of collaboration behind the scenes. Most importantly, it belongs to our people; the team behind the culture, capability and trust that define PentenAmio.

As we continue to grow across Australia, the UK and beyond, this milestone reinforces our commitment to building sovereign defence technology with integrity, discretion and innovation — and to doing so as one united team.

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If you want to be part of a workplace where unique thoughts and perspectives come together to help shape the future of defence and national security, check out PentenAmio’s career opportunities: