Founded in 1978, AeroTurbine develops and provides the highest level of turbine engine and accessory overhaul, repair, and testing capabilities. After years in the business, their branding had become static, outdated, and behind the times.
AeroTurbine’s strategic position and unique selling positioning had become muddled in the changing marketplace. The organization struggled with its identity, and the overall look, feel, and voice of the brand seemed out of touch.
Though AeroTurbine had been an established brand for many years, when its executives brought Haley Brand Aerospace Agency on board for a full rebranding, the sky was truly the limit. Aside from the brand’s set-in-stone logo, Haley had a blank slate with which to work with, giving Haley’s experts the leverage they needed to help AeroTurbine reach new heights as a company.
Over the years, AeroTurbine’s marketing copy had become dry, over-wrought, and jargon-filled. It just wasn’t relatable to the client. To give the brand a more relevant and approachable voice, Haley Brand Aerospace Agency performed a full content makeover, ensuring it adequately conveyed the brand’s power, expertise, and knowledge.
Though the brand’s historic logo was off-limits, Haley’s experts were able to use it as a jumping-off point for all other rebranding efforts. We created a new logo and it was incorporated in marketing material, online collateral, and digital assets.
To establish AeroTurbine as a stronger player in the industry, Haley devised the “Power” campaign, which declared “The Power to Perform, The Power to Deliver, The Power to Make a Difference, and The Power to Change How You Do Business.” Descriptive yet succinct, the “Power” campaign helped AeroTurbine better articulate its strategic position, its long history in the business, and the unique value it could offer customers. The “Power” campaign was so successful, it is still in use today and can be seen throughout AeroTurbine’s website and marketing collateral.
It wasn’t just the individual elements of AeroTurbine’s rebranding campaign that Haley spearheaded. Once these portions were completed, Haley also assisted in packaging and guiding the entire rollout of all new assets. This helped ensure consistency in look, voice, and feel across all channels and touchpoints and gave AeroTurbine one single, consistent identity that customers could count on.
The “Power” campaign and all rebranding efforts were received with great praise –both internally and with clients and customers. AeroTurbine has truly become a “Power” player in the aircraft engine and airframe industry and remains one to this day.
“Haley Brand gets it. Their ideas and designs were above and beyond my expectations.”
Customer Service and Marketing Manager