Iris Case Studies Revolutionizing Aerospace Branding: The Collins Aerospace Case Study

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	Revolutionizing Aerospace Branding: The Collins Aerospace Case Study Iris

Revolutionizing Aerospace Branding: The Collins Aerospace Case Study

Iris

Applicable Industries	Aerospace Cement
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. Read More
About 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. Read More
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. Read More Log in to view content
Contents

Applicable Industries

Aerospace

Cement

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.

About 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.

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.

Impact #1	The minimalist branding approach adopted by Collins Aerospace, with the help of Iris, resulted in a unique and strong brand identity that stood out in the aerospace industry. The brand's 'Passionate Purpose' effectively communicated the company's mission and values, emphasizing their commitment to partnership, customer-driven solutions, and innovation. The high contrast black & white photography, limited palette, and simple lines used in the branding eschewed the complexity of the industry and instead highlighted the massive emotional impact of aerospace on the world. The redefinition of the NATO alphabet to 'alpha bravo Collins' was a creative and effective way to centralize the brand's launch campaign, further strengthening the brand's identity and positioning in the market.

Impact #1

The minimalist branding approach adopted by Collins Aerospace, with the help of Iris, resulted in a unique and strong brand identity that stood out in the aerospace industry. The brand's 'Passionate Purpose' effectively communicated the company's mission and values, emphasizing their commitment to partnership, customer-driven solutions, and innovation. The high contrast black & white photography, limited palette, and simple lines used in the branding eschewed the complexity of the industry and instead highlighted the massive emotional impact of aerospace on the world. The redefinition of the NATO alphabet to 'alpha bravo Collins' was a creative and effective way to centralize the brand's launch campaign, further strengthening the brand's identity and positioning in the market.

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Revolutionizing Aerospace Branding: The Collins Aerospace Case Study

Operational Impact