United Technologies completed an acquisition of Rockwell Collins, resulting in the largest aerospace supplier ever: Collins Aerospace. Iris was enlisted to build the merging parties new brand.
In an industry where blue skies, distorted angles and over-designed renderings reigned, Collins opted for the opposite: minimalism. A sleek, stark brand helped eschew the company’s complexity and instead show the massive emotional impact of aerospace on the world.
The high contrast black & white photography, limited palette and simple lines were a true manifestation of Collins’ brand purpose: redefining aerospace. They were changing the way we look at the industry – moving from manufactured and corporate to profound and promising.
The foundation of any Iris brand is the Passionate Purpose – our framework for uncovering and defining a brand’s reason for being. For Collins Aerospace, it was: Unleashing intelligence. Elevating relationships. Redefining aerospace. It was important for the Collins team that we emphasize partnership and customer-driven solutions, as it was the personal dedication paired with vast expertise that would fuel the final outcome: redefining aerospace.