Case Study: Igniting Growth and Transforming the Visual Identity of CTS Engines

Client Background:

CTS Engines, a global leader in mature jet engine maintenance, prides itself on delivering the highest quality, most reliable repair, and overhaul services while committing to safety, innovation, and customer satisfaction. With specialized capabilities in mature commercial and military engines, CTS Engines has built a strong reputation for its cost-effective, flexible solutions and exceptional customer service. Originating from a small garage near Fort Lauderdale-Hollywood International Airport, they have grown into a leading MRO provider, making significant strides in their facility, capabilities, and team to exceed customer expectations.

Client Requirements:

In preparation for their 20th-anniversary event, CTS Engines sought a comprehensive branding and collateral project. The mandate included a 20th-anniversary logo, an expanded brand palette for marketing, HR, and social media, and various collateral materials for the event. Alongside physical branding elements such as booth graphics, retractable banners, and printed table covers, digital assets like web images, print and web ads were also a part of the project scope.

Our Solution:

As their fractional Creative Director, I collaborated closely with the VP of Sales, leading the creative development and project management of the entire endeavour. The challenge was to expand CTS Engines’ brand palette without losing the essence of their well-established identity. I provided a fresh perspective to their existing logo, shifting it to the left of the wing and using a diagonal line to complement the slanted CTS typeface. This cleverly restructured layout created the foundation for all subsequent designs and provided flexibility to produce a wide range of assets in line with the expanded brand palette.

Outcomes:

The result was a cohesive, visually appealing, and contemporary brand identity that reflects the growth story, commitment to quality, and customer-centric ethos of CTS Engines. The various collateral materials for the anniversary event not only marked the milestone celebration but also accentuated their professionalism, expertise, and dedication to the aviation industry.

Ongoing Collaboration:

Our successful partnership with CTS Engines extends beyond this project. I am honored to provide ongoing support, delivering monthly social media posts that keep their digital presence vibrant and engaging. I also work closely with their HR team, using creative strategies to attract and recruit more technicians, contributing to their growth and success.

Reflecting On The Journey:

The transformation we achieved for CTS Engines demonstrates the immense value of strategic creative direction. Through this project, we were able to effectively communicate their story of growth from a small garage next to Fort Lauderdale-Hollywood International Airport to an industry leader. The project showcases how a well-planned and executed rebranding effort can elevate a brand’s visual identity, resonate with its target audience, and align with its corporate vision. This experience continues to be a testament to the power of creative innovation in driving business success.