In fall 2018, United Technologies completed a $30 billion acquisition of Rockwell Collins, resulting in the largest aerospace supplier ever: Collins Aerospace.
The two merging parties worked with us at Iris to build a new brand that honored a long legacy but embraced a promising future.
In an industry where blue skies, distorted angles and overdesigned renderings reigned, we pushed Collins to embrace the opposite: minimalism. Collins is responsible for nearly everything inside a plane, which can be complicated. A sleek, stark brand helped eschew the complexity and instead show the emotional impact of aerospace on the world.
A comprehensive set of global guidelines were first developed to guide internal and external parters in creating launch campaign assets across various touch points.
We took the NATO alphabet, commonly used in aviation, and quite literally redefined it, changing “Alpha Bravo Charlie” to “Alpha Bravo Collins.” This alphabet construct became central to our launch campaign.
We partnered with Edelman on digital elements, serving as brand consultants and design contributors while they built the website and social channels. This healthy partnership mirrored the diplomatic and productive nature of the United Technologies/Rockwell Collins integration teams.
To raise a glass and celebrate the launch of Collins Aerospace, we did so with a classic, the 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.
