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Putting a Human Touch on the
High-Tech

Putting a Human Touch on the High-Tech

Putting a Human Touch
on the High-Tech

Putting a Human Touch on the High-Tech

After nearly 100 years in aerospace, Pratt & Whitney’s identity is ingrained. They know who they are, and so does the rest of the industry. But with aerospace manufacturers lining up to capture the benefits of big data for their customers, how could a company defined by dependability become synonymous with innovation? Pratt & Whitney’s answer: a new aftermarket service brand, EngineWise, that combines traditional maintenance techniques with advanced analytics to prevent — and ultimately eliminate — unscheduled maintenance.

CLIENT     Pratt & Whitney

CLIENT     Pratt & Whitney

CLIENT     Pratt & Whitney

CLIENT     Pratt & Whitney

ROLE     Senior Art Director

ROLE     Senior Art Director

ROLE     Senior Art Director

YEAR     2017

YEAR     2017

YEAR     2017

AGENCY     HughesLeahyKarlovic

AGENCY     HughesLeahyKarlovic

AGENCY     HughesLeahyKarlovic

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Putting a Face on EngineWise

We’re all familiar with the phrase “man versus machine.” But we wondered: What would happen if we flipped that adage to “man and machine?” So we combined the best of what humankind has to offer — know-how, experience, intuition — with the best of machination — precision, accuracy, and efficiency.

The average Pratt & Whitney service technician has 25+ years of experience on the shop floor. So while their competitors focused on technology, we decided to share the spotlight with technicians (and analysts, engineers, and others.)

Putting a Face on EngineWise

We’re all familiar with the phrase “man versus machine.” But we wondered: What would happen if we flipped that adage to “man and machine?” So we combined the best of what humankind has to offer — know-how, experience, intuition — with the best of machination — precision, accuracy, and efficiency.

The average Pratt & Whitney service technician has 25+ years of experience on the shop floor. So while their competitors focused on technology, we decided to share the spotlight with technicians (and analysts, engineers, and others.)

Launching the Brand on the Industry’s Biggest Stage

In the weeks leading up to MRO Americas — the biggest North American maintenance, repair and overhaul industry event of the year — we teased the arrival of a new Pratt & Whitney service platform across digital platforms by letting the visuals leave users wanting more. At launch, we revealed the “face” of EngineWise for the first time.

Launching the Brand on the Industry’s Biggest Stage

In the weeks leading up to MRO Americas — the biggest North American maintenance, repair and overhaul industry event of the year — we teased the arrival of a new Pratt & Whitney service platform across digital platforms by letting the visuals leave users wanting more. At launch, we revealed the “face” of EngineWise for the first time.

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Getting Bodies to the Booth

A pre-event postcard gave us the opportunity to experiment with our mosaic approach, using the Orlando skyline as our silhouette.

Getting Bodies to the Booth

A pre-event postcard gave us the opportunity to experiment with our mosaic approach, using the Orlando skyline as our silhouette.

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Supporting Materials

How can you design swag that won’t get tossed on the way out? Make it practical. The eye-grabbing notebooks we designed include a compelling overview of the portfolio, without dominating every page.

Supporting Materials

How can you design swag that won’t get tossed on the way out? Make it practical. The eye-grabbing notebooks we designed include a compelling overview of the portfolio, without dominating every page.

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Designing a Microsite
With Maximum Impact

The energy of the EngineWise campaign compelled us to go outside of Pratt & Whitney’s existing web ecosystem and create a dedicated microsite.

We drove all media to a simple but fully responsive landing page that could also be adapted for international audiences. The site curated a quick dive into essential information about EngineWise, explaining product advantages in a simple, segmented way optimized for mobile users.

Designing a Microsite
With Maximum Impact

The energy of the EngineWise campaign compelled us to go outside of Pratt & Whitney’s existing web ecosystem and create a dedicated microsite.

We drove all media to a simple but fully responsive landing page that could also be adapted for international audiences. The site curated a quick dive into essential information about EngineWise, explaining product advantages in a simple, segmented way optimized for mobile users.

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