» Issues

As one of the original developers of structural adhesives and coatings systems for the aerospace industry, Loctite has 50 years of strong brand recognition in a highly competitive and regulated marketplace.

After an acquisition several years ago, FutureLook was engaged to develop a new identity to reflect the new identity and ownership. Our goals were to keep the strong product brands as well as introduce the new strategic business unit name to the industry.

FutureLook understood the issues facing Loctite Aerospace because of an established relationship with them and other divisions of the former corporation. Our challenge was to create collateral marketing and technical literature without sacrificing or weakening the strong brand identity, confusing the mature customer base or losing market share during the transition.

» Solutions

• Develop a new strategic business unit identity that retained the strong brand colors of the Hysol brand.
• Establish identity guidelines for use of the Loctite Aerospace logo and carry the graphic theme throughout all sales and marketing collateral.
• Develop a high-profile print ad to announce the acquisition. The print ad required an arresting image that did not specify any of the Loctite Aerospace customers or markets but attracted attention with a unique image and headline.

» Results

FutureLook fostered a timely and seamless transition of the Loctite Aerospace name. Our client received positive feedback from customers, distributors and visitors during the initial name launch. Pride in the company also increased as the various sales and marketing pieces easily transitioned into the company's business cycle.