Design example of UTC Aerospace's recruitment marketing on a billboard

UTC Aerospace

Building One Brand from a Million Parts

Challenge: In 2018, UTC Aerospace Systems (known as UTAS) had grown large and fast. This was before the Rockwell Collins merger and later Raytheon acquisition. Disconnection everywhere—teams, plants, offices, HQ. Different microcultures, rewards, leadership styles.

Approach: We asked different questions, starting with face-to-face field sessions in 5 countries. What mattered? Why? What did this job and company mean to people? What were people proud of? What did they trust? And much more.

One thing emerged consistently: people took quality and craftsmanship seriously. Each part had to work. No room for error. That pride drove purpose and mission. Still does.

We also found gold: one of the country's most generous tuition programs. Anyone could get an advanced degree paid for. Unprecedented. Barely talked about publicly.

UTAS needed to unite disconnected cultures, speak with one voice in talent attraction, and surface hidden rewards. Ideas Born to Fly connected mission, pride, and innovation. Activation centered on brand experience and trust—brought to life through custom iconography built around flight itself.

Design example of UTC Aerospace's slogan This Way Up on a blue Tshirt
Design example of UTC Aerospace's slogan This Way Up on a blue Tshirt
Design example of UTC Aerospace's slogan This Way Up on a blue Tshirt
Design example of UTC Aerospace's career site
Design example of UTC Aerospace's career site
Design example of UTC Aerospace's career site
Design example of UTC Aerospace's business cards for recruiters at live events
Design example of UTC Aerospace's business cards for recruiters at live events
Design example of UTC Aerospace's business cards for recruiters at live events
Design example of UTC Aerospace's recruiting brochure
Design example of UTC Aerospace's recruiting brochure
Design example of UTC Aerospace's Career site
Design example of UTC Aerospace's Career site
Design example of UTC Aerospace's recruitment advertising at an airport
Design example of UTC Aerospace's recruitment advertising at an airport
Design example of UTC Aerospace's recruitment advertising at an airport

"We've built something really special together. Through all the twists and turns, working with this team has been such a joy. I'm so grateful for our partnership and how we've been able to solve long-standing challenges and still find the fun in it all."

— UTC Aerospace, Director of Talent Acquisition

Design example of UTC Aerospace's recruitment advertising at an airport
Design example of UTC Aerospace's recruitment advertising at an airport
Design example of UTC Aerospace's recruitment advertising at an airport

We met with hundreds of UTAS people across the globe, and later again while shooting video and photography in 5 countries.

It wasn't well known, but UTAS made the space suits for NASA’s astronauts

To anchor the new strategy towards building connection, we conducted group on-camera interviews in addition to individual ones. The group videos were incredibly dynamic, with people's experiences and personalities from different roles and backgrounds having fun, sharing insights, and being real across brand's many roles—engaging consumers, candidates, employees, media, and shareholders alike.

Design example of UTC Aerospace's recruitment marketing at an aiport
Design example of UTC Aerospace's recruitment marketing at an aiport
Design example of UTC Aerospace's Career site on a laptop
Design example of UTC Aerospace's Career site on a laptop
Design example of UTC Aerospace's Career site on a laptop
Design example of UTC Aerospace's Career site
Design example of UTC Aerospace's Career site
Design example of UTC Aerospace's recruitment advertising
Design example of UTC Aerospace's recruitment advertising

Results: The response was immediate. Engagement surged. Morale lifted. Teams connected across silos that had felt permanent. Senior leaders didn't just announce the new work—they wanted to talk about it. What it meant. How it signaled where culture was headed. What it made possible.

As the work rolled out, the brand influence metrics moved: attraction up, memorability up, differentiation up. Applicant quality shifted. Recruiters noticed. Hiring managers noticed. People leaders noticed. The values weren't decoration anymore—they were doing work.

Internally, UTC Aerospace felt like a company with new life and vigor.

Let’s do good together.

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