Revamping Brand Architecture and Strategy for a 60-Year-Old Aviation Group
The Hong Kong Aircraft Engineering Company (HAECO) is a world-leading provider of aircraft maintenance, repair, and overhaul (MRO) services. Headquartered in Hong Kong, the HAECO Group operates through 16 subsidiaries across Asia, Europe, and the Americas, delivering comprehensive aviation solutions to airlines, cargo operators, and leasing companies worldwide. Renowned for its technical excellence, stringent safety standards, and continuous innovation, HAECO plays a pivotal role in supporting the global aviation industry.
A Unique Opportunity to Rebrand a Leading, Independent, Aircraft Engineering and Maintenance Group
After more than 60 years in operation, HAECO’s portfolio of aircraft engineering and maintenance businesses had grown to nearly 20 international subsidiaries and joint venture companies. But this growth, along with an industry trend that saw competitors offering nose-to-tail solutions, had its own set of problems. HAECO’s size and reach were something global customers couldn’t get their head around: they couldn’t comprehend what it could do, the extent of its international network or that it offered integrated services.
A Coordinated and Integrated Brand
Our remit was to make recommendations on the Group’s brand architecture, and to future-proof it for potential additions to the portfolio. HAECO’s challenges became our objectives.
One Group, One Purpose
An industry brandscape analysis, peer group benchmarking, stakeholder interviews and brand workshops all revealed a strategic move was necessary—and that a new, monolithic brand architecture was crucial to successfully promoting HAECO’s international network and integrated offering.
Spirit of Aviation
The new identity highlights HAECO’s commitment to operational excellence, technical expertise, and the highest quality safety standards.
To mobilise greater performance, Sedgwick Richardson designed and delivered Brand Immersion sessions, a brand book, and an infographic brand video to demonstrate HAECO’s comprehensive offering.
