Country Base: Hong Kong
Industry/Sector/Keywords: Airplanes, Engineering, Mechanical, Aviation, Maintenance
Below: Before and After Images in Slide Show, Summary, Credits


Industry Setting

In over sixty years, HAECO’s leading portfolio of aircraft engineering and maintenance businesses had grown to nearly 20 individually branded subsidiaries and joint venture companies, and over 17,000 staff.


But with this growth, global customers found it increasingly difficult to understand HAECO’s depth of capabilities, the breadth of its international network and the strength of its integrated services.

A united HAECO leadership set out to confirm the benefits of communicating an unmatched network of expertise and integrated services for the aviation industry.

Our remit was to research and make recommendations on the Group brand architecture, and to future-proof it for potential portfolio additions through: a comprehensive peer group review, internal and external stakeholder interviews, and development of brand architecture schematics for review.


Research advocated a monolithic model as paramount for creating a perception of an international network and an integrated offer. With a sixty year heritage, HAECO was determined to establish the best market-facing brand.

A series of brand workshops followed to determine the brand strategy and positioning, and to set the creative brief for the identity.

The new identity is formed by two plane tail fins approaching each other to create a tick-mark; highlighting HAECO’s commitment to operational excellence, technical expertise, and the highest quality and safety standards.


HAECO Group was named ‘Leading Independent MRO Organization’ at the 2015 Aviation Week 
MRO (maintenance, repair, operations) of the Year Awards.

“The new brand architecture and strategy allows for the promotion of the collective
value of the HAECO brand portfolio.

“This message resonates strongly among existing and new target customers in ways that might not have been the case without the monolithic brand approach.”

Leonard Kazmerski, VP Marketing & Business Development, HAECO Americas


Client: HAECO Group –

Brand Strategists/Designers: Sedgwick Richardson Hong Kong Limited –