Textron
Aviation
With the diverse and extensive portfolios of Beechcraft and Cessna aircraft, Textron Aviation is the world’s largest manufacturer of private aircraft. For nearly a century, these iconic aircraft brands have led the way in piston, turboprop and jet innovation. However, the lack of a clearly defined brand essence and a cohesive brand visual identity system across the three brands has never unified them.
We created a new strategy to update their messaging. Separate brand platforms were made for Cessna and Beechcraft to highlight each brand’s main focus. This shaped their stories and tone while connecting them to Textron Aviation. To visually unite their brands, we designed a new visual identity system. It delivered a clear and flexible design system for Textron Aviation and its brands. The new visual identity led to the best results ever in site visits and customer engagement. Six months post-launch, consumer engagement through digital advertising increased by 186% which has contributed to more sales leads and Textron Aviation’s customer demand exceeds production.
Looking to the skies for inspiration, the five layers of the Earth’s atmosphere were used as the basis for the unifying visual grid system. While the same grid is used across all of the brands, each brand can be expressed in its own unique way.
