Revolutionizing Aerospace Branding: The Collins Aerospace Case Study
Applicable Industries
- Aerospace
- Cement
About The Customer
The customer in this case study is United Technologies, a multinational conglomerate that produces a wide range of high-technology products and services to the aerospace and building systems industries. In 2018, United Technologies acquired Rockwell Collins, a major manufacturer of aircraft interior systems, avionics, and defense solutions. The acquisition resulted in the creation of Collins Aerospace, the largest aerospace supplier in history. United Technologies sought to build a strong, unique brand identity for Collins Aerospace that would honor the legacy of both companies while also embracing a promising future in the aerospace industry.
The Challenge
In 2018, United Technologies completed a $30 billion acquisition of Rockwell Collins, resulting in the creation of Collins Aerospace, the largest aerospace supplier ever. The challenge was to build a new brand identity for Collins Aerospace that would honor the long legacy of both companies while also embracing a promising future. The aerospace industry is known for its complex, over-designed renderings and blue skies imagery. However, Collins Aerospace wanted to break away from this norm. They wanted a brand that would reflect the complexity of their products in a simple, sleek, and stark manner. The brand also needed to emphasize the company's commitment to partnership and customer-driven solutions, highlighting the personal dedication and vast expertise that would fuel their mission of redefining aerospace.
The Solution
Working with Iris, a company with experience in launching United Technologies brands, Collins Aerospace opted for a minimalist approach to their brand. The foundation of the brand was the 'Passionate Purpose', a framework used by Iris to uncover and define a brand's reason for being. For Collins Aerospace, this was 'Unleashing Intelligence. Elevating Relationships. Redefining Aerospace.' The brand was manifested through high contrast black & white photography, a limited palette, and simple lines. This approach was a departure from the traditional aerospace industry branding, moving from a manufactured and corporate look to a profound and promising one. The copy also played a significant role in the brand's identity. The NATO alphabet, commonly used in aviation, was redefined, changing 'alpha bravo Charlie' to 'alpha bravo Collins.' This alphabet construct became central to the launch campaign.
Operational Impact
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