Objective:
When Hamilton Standard and Sundstrand merged, there were lots of questions coming from the aviation community about what the newly merged entity would look like, and how it would fit into the market mix.

Although the logic of the merger was solid - the bringing together of electronic, hydraulic and environmental systems into a single provider - the community was so used to seeing these as separate, the concept was met with resistance.

The new entity needed a new brand - one grounded in the equity of the two partners' past, but clearly signaling a vital new resource for the aviation industry. 

Strategy:
By bringing together electronic, hydraulic and environmental components, great efficiencies can be realized, allowing airframers and airlines to take out parts, costs and, most significantly, weight - saving fuel and simplifying both manufacture and maintenance. 

To dramatize this concept, we reframed the discussion in terms of elemental nature - rain, wind and ice were the theme. The elegant and attention-getting advertising provoked the audience to look at familiar things as systems, not individual component parts. It was more about how these parts are interrelated and work together to make rain, wind and ice - just as components on an airplane should seek a perfect balance and harmony. To also become like an elemental force of nature.

Winning Results:
The campaign is credited by Hamilton Sundstrand with firmly establishing an identity for the merged entity in the marketplace.