Revitalizing An Industry Icon By Unifying Its Brand And Culture
OVERVIEW
For nearly 80 years, Kaman has helped advance the aerospace industry with technical innovations that achieve increasing levels of efficiency, reliability, safety, and other critical measures of performance. Founded by aviation and rotary-wing flight pioneer, Charles Kaman, the company has built a reputation for groundbreaking solutions, committed customer service, and dedication to its people and community.
When Kaman approached LoudenClear, the company was planning to move its stock listing to the New York Stock Exchange and felt that its brand strategy, messaging, identity system and 11 disparate business-line websites needed elevation and unification to prepare for this critical and visible transition.
With an aggressive acquisition strategy, and a dispersed, global workforce of over 5,000, unity and consistency of brand and messaging were an ongoing challenge. Our work with Kaman focused on creating and delivering consistent, authentic experiences of the company through language, imagery, environments, and interactions, and formulating that work to bring deep cultural benefits.
ACTIONS
Working with various organizational teams in addition to the corporate leadership team, we designed our engagements to bring the enterprise together to collaborate.
First, we researched and created a clear new brand architecture. In this work, we helped to translate 11 different legacy divisions into 6 clearly named and branded segments. Then, this architecture flowed into the new enterprise website we strategized, designed and built.
As the website project was moving forward, we worked on a parallel path to develop new brand positioning and clear messaging across the enterprise along with a refined visual identity system. The resulting brand standards had new logos, colors, fonts and dozens of visible applications, from a new signage system to collateral and stationery designs.
Similarly, while we were developing the new website, we developed dynamic new videos to tell the elevated brand story. After a coordinated launch of the new brand and website, we continued to create dozens of videos highlighting key partnerships with Airbus, Boeing and others as well as line of business and recruiting features.
SERVICES ENGAGED
Purpose & Values
Brand Architecture, Strategy & Messaging
Identity System
Brand Expressions
Environmental Branding
Marketing Communications
Fractional CMO
Video Concept Development & Production
Website Strategy, Design & Development
IMPACT
Over the course of our work together, Kaman successfully transitioned to the NYSE, grew its profitability, completed major acquisitions, enhanced its employer brand and recruiting results, and won numerous industry awards for its websites, videos and dozens of other projects completed with the LoudenClear team. This relationship exemplifies the type of multifaceted partnership LoudenClear is built to sustain.
The passion and commitment of our team is something that is very special and has always been there but LoudenClear has really helped us tell that story. They understand what we stand for, they understand what is important to us and most importantly, they understand what we are all about.
Eric Remington - Vice President, Government Relations and Communications