RAYTHEON TECHNOLOGIES / BRAND POSITIONING & CAMPAIGN STRATEGY · TBWA
Made for this moment.
Behind every extraordinary piece of engineering is a human moment that makes it matter.
My role: Competitive analysis, audience insight, brand positioning, and strategic platform development, as part of the TBWA team.
Made for this moment · Mission control
A new company. A familiar category problem.
The newly formed Raytheon Technologies needed a distinct identity in engineering and innovation. Its story had to connect with investors, policymakers and the public, as well as employees, future recruits and business partners.
The challenge was to give those different audiences a reason to care about the company behind the technology.
The audience challenge · Six groups with different reasons to care
When everyone shows the future, what makes you different?
My differentiation evaluation examined the category’s visual language and competitor communications. Futuristic interfaces, aircraft and machinery dominated. Across competitors’ social feeds, the equipment often took center stage.
That exposed an opportunity: show the human significance of the work. What does the technology protect, enable or make possible in someone’s life?
Category conventions · A visual world of sci-fi action and virtual abstraction
Competitive social audit · Boeing, GE Aviation, BAE Systems and Lockheed Martin
The strategic choice: make the impact tangible.
The platform centered on people making a difference now, and when it matters. For an engineer, that meant seeing the connection between the work in their hands and its impact. For the wider world, it meant understanding the role Raytheon Technologies could play in a moment of relief, protection, discovery or possibility.
The strategic roadmap connected that opportunity to “Made for Moments that Matter.” The creative expression brought it into the present tense: “Made for this moment.”
The strategic roadmap · Category convention, disruption platform and vision
The idea, made visible.
The mission-control image above begins the sequence. These five further concepts carry the same thought across space exploration, everyday air travel, critical operations, aviation history and an imagined future on Mars.
Creative concepts developed with the TBWA team.
Possibility · An imagined future settlement on Mars
The manifesto
RTX Manifesto · :60
Film script from the original presentation.
This manifesto points to all manner of moments that matter in the world. Some big. Some seemingly small. But no matter what the moment is — from a JPL control room as a Mars Rover is landing, to a hacker trying to subvert an election halfway around the world, to a team of intrepid souls building bridges to tomorrow — there is one constant: Raytheon Technologies.
VO:
At this moment,
A roomful of people are holding their breath.
(Mission Control during the Mars Rover landing)
While at this moment,
A nervous flyer is breathing again.
(A small child peers out the window of a passenger plane touching down.)At this moment,
Countless threats are being assessed and managed.
(Technology story — satellites acquiring and sharing info)
At this moment,
Not a single person notices.
(Life goes on as normal)At this moment,
Halfway across the globe, a crisis is being averted.
(Hackers being thwarted.)
So that, at this moment, integrity is maintained.
(A person entering a voting booth for the first time.)At this moment,
A visionary is thinking about life on Mars.
Meanwhile,
190,000 Raytheon Technologies employees are making it happen.For every moment — past, present and future.
There is one constant.
Raytheon Technologies.
We were made for this moment.LOGO:
Raytheon Technologies. Made for this moment.
A strategy that helped win the pitch.
The client selected the strategy. The work gave the creative team a platform for connecting technical achievement to the people and moments it served.
“I worked on a critical pitch with Irina. A must-win.”
“By the way, we won the pitch.”
Rob Schwartz · Former CEO, TBWA New York
LinkedIn recommendation, January 2024