What Can NASA, Pepsi, and Levi’s Teach Us About Winning Bids?
Big brands like NASA, Pepsi, and Levi’s have all revived their heritage branding at some point over the years, blending nostalgia with modern twists to engage audiences. The same strategy can be applied in bid design and proposal writing.
NASA – Bringing Back a Legacy for Modern Audiences
NASA switched from the futuristic “Worm” logo (1975-1992) back to its traditional “Meatball” logo for decades. They then switched back to the Worm logo in 2020 – balancing heritage and innovation to galvanise older and younger generations.
Bidding Takeaway
Showcase your historical credibility while adapting your bid design for a modern audience. If your company has a long-standing reputation, highlight past projects using timeline graphics, archival photos, and refreshed classic branding.
Pepsi – A Bold Return to the Past
Pepsi’s logo from 1969-1971 featured bold typography and a striking red, white, and blue design.The 2023 rebrand modernised this look while maintaining its classic elements, making it work across digital platforms.
Bidding Takeaway
A bid proposal must feel bold, clear, and confident. Many bid documents rely on outdated branding, making them feel uninspired. Refreshing templates and layouts while maintaining core brand colours and typography can improve visual impact.
Levi’s – Telling a Story Through Heritage
The 1985 Launderette advert, featuring Nick Kamen, became an iconic part of Levi’s marketing history. Fast forward to 2025 and Levi’s revived the concept with Beyoncé, modernising the advert while keeping its core narrative intact.
Bidding Takeaway
Bidding isn’t just about facts and figures; it’s about telling a compelling story and showing how you have evolved alongside industry trends. Instead of relying on generic corporate language, you could frame your achievements in a clear, engaging narrative that connects with decision-makers.
Key Takeaways for Bidding Professionals
🔹 NASA Approach: Highlight historic success while modernising visuals to show reliability and innovation.
🔹 Pepsi Approach: Refresh old brand elements with bold, clean design for impact and recognisability.
🔹 Levi’s Approach: Use storytelling and heritage cues to make the bid more engaging and human.
Winning bids require more than just great content – they need to visually engage and resonate with evaluators. How is your organisation using branding in bids?
