Case Study

Pratt & Whitney GTF

Introducing a game-changing innovation to the world.


Pratt & Whitney builds many of the world’s most cutting-edge aircraft engines, pushing the technology envelope. The company created the first geared architecture engine to be deployed at scale in the commercial market – a feat two decades in the making. Knowing the steep and sophisticated competition at play, the company asked Joe Smith to develop a distinct and enduring position and messaging strategy to direct all communication.


Joe Smith started by immersing in the category, technology and history of the new engine. We spoke to engineers, executive sponsors and sales teams through one-on-one interviews and cross-functional discussions. We also dug deep into the competition – their messaging and campaign history. From that research, we knew Pratt & Whitney needed to take a bold position and talk about more than just the functional benefits of the new engine.


The beauty of the new gear-powered engine is its ability to deliver unmatched performance – now and in the future – in ways that traditional commercial engines cannot. By owning this point of differentiation, Pratt & Whitney could stake its claim as a true innovator and get the credit deserved for its game-changing technology.


Joe Smith helped the new brand establish a new category of engines featuring “geared turbofan” (GTF) technology. By renaming the new engine the Pratt & Whitney GTF, we could take advantage of its first-mover status and make the product synonymous with the groundbreaking technology. In support of the name, a brand platform – including positioning and a brand narrative – solidified GTF’s unique value in the market as “the new league of commercial jet engine.” We also equipped the Pratt & Whitney team with a messaging strategy to communicate effectively with external audiences.


The new cohesive brand for GTF boldly signals Pratt & Whitney’s entrance into the next generation of commercial jet engines while reinforcing its leadership, expertise and innovation.

What we've done.