Velocity Aerospace Group has been providing maintenance, repair, and overhaul (MRO) to the aviation industry since the 1990s. Over the decades and after multiple acquisitions that diluted identity, Velocity Aerospace’s position in the marketplace began to lose footing and market share declined.
From the 1990s to 2020, Velocity Aerospace’s brand consistency began to waver as management struggled to stay current with branding practices, leading to mixed-message branding. This issue was compounded by greater competition and customer service shortfalls.
July of 2020 marked a new era for Velocity Aerospace with new ownership and management. This new leadership team recognized the need for rebranding to reflect the changes. They contracted Haley Brand Aerospace Agency to develop a comprehensive branding strategy for the “new” Velocity Aerospace that management was assembling, organizing, and managing.