COLLINS AEROSPACE // REBRAND
In fall 2018, United Technologies completed a $30 billion acquisition of Rockwell Collins, resulting in the largest aerospace supplier ever: Collins Aerospace. We needed to create a distinct, ownable brand to announce its debut.
the ask
the challenge
To unite two organizations with rich legacies while embracing a promising future. Many industry onlookers were skeptical of what this merger would mean for business. With this brand, we had to communicate a position and a promise about the impact Collins would make.
the idea
Alpha Bravo Collins - Aerospace redefined
Post-merger, Collins Aerospace would produce nearly everything in an airplane but the wings, giving them unprecedented influence over the future of aerospace. We established our influence by redefining what an aerospace brand could be.
In an industry dominated by blue skies, distorted angles and over-designed renderings, we set the stage with a minimalist slate and confident voice.
Collins Aerospace launch film
We took the NATO alphabet, commonly used in aviation, and quite literally redefined it, changing “Alpha Bravo Charlie” to “Alpha Bravo Collins.” That alphabet construct became central to our launch campaign as we established Collins as redefiners.
A sleek, stark brand helped eschew the complexity and instead show the massive emotional impact of aerospace on the world.
To raise a glass and celebrate the launch of Collins Aerospace, we created a custom Tom Collins. In the spirit of our new brand, we redefined the traditional cocktail with the help of a local mixologist. Recipe cards and engraved Collins glasses we’re delivered as a gift to select clients.
