The rays of innovation

Defense contractor Raytheon Corp. finalized its merger with United Technologies Corp. to officially form Raytheon Technologies. We had the opportunity to reimagine the Raytheon Technologies visual identity in a way that is powerful, innovative and engaging.

We drew equity by refining the world-reknowned United Technologies symbol, refining it and creating a distinct brand narrative, developing scalable and easy to implement elements along the way.

The 'Rays of Innovation' concept seeks to address a world where the sky’s not the limit. Where humanity’s spirit of ingenuity and discovery is rewarded, creating new possibilities, and opening the door to a prosperous future for everyone. In this direction, we highlight the promise embedded in our aspirations, and the determination that guides us as we continue to build a better world.

This collaborative project had many legs starting from the brand identity and visual motifs, photography direction, icon development, print, digital, social collateral, animation, an extensively designed brand guide as well as event design for a launch announcement at the NYSE.