An identity made of people
Corporate identity redefined by employees through a program carried out in collaboration with experts in brand identity.
Every Company has its own individual identity just like an actual person and, as with a person, while maintaining fundamental characteristics it does not remain the same, but rather changes over time as it is influenced by its own personnel and circumstances. Reflecting on the brand identity of Avio Aero to redefine its personality and purpose, is a journey which started prior to the pandemic as a means of shaping the future of the Company.
“Each Company, during its own process of transformation, must use all the tools at its disposal," said Paola Mascaro, VP Communications and Public Affairs and Board Member of Avio Aero. "One of the most important is, undoubtedly, listening to those within the company. From here we began to understand what our identity traits are in this particular historical moment, those which we carry forward as a legacy of our past and those which represent us today. Avio Aero is a traditional Italian Company onto which international traits have been grafted following the acquisition of General Electric; it is a Company that brings together five generations of employees... from veterans, with a high level of seniority, to baby boomers and Generation X, who represent the great majority of the internal workforce, right up to Millennials and Generation Z, the so-called digital natives. Finding a point of convergence while also introducing new identity elements, such as sustainability, was a fundamental exercise in which we involved our colleagues.”
To do this, Avio Aero chose to rely on experts in the field and the choice fell on Cabiria Brand Universe, a communications Company in the field of brand transformation which has developed the Build method. “For some time now, we have placed our people at the center of our process of Storytelling and actively involving them in the construction of the distinct characteristics of our brand has been fundamental in creating the hallmark behind a number of events, attitudes and representations of Avio Aero,” continued Paola Mascaro.
Each Company, during its own process of transformation, must use all the tools at its disposal, one of the most important is listening to those within the company: from here we began to understand what our identity traits are in this particular historical moment
The project included qualitative workshops involving a representative group of the workforce cluster, a quantitative survey, and leadership-focused interviews. The workshop method promoted the interaction and pro-activity of the personnel involved, who felt they were an active part of the process. During this type of consultation, a form of creative energy was developed, resulting in a shared outcome.
In fact, it was not a strategy that gathered information which was then returned in a sanitized version, but rather a psycho-philosophical approach. Considering that each Company is unique, Cabiria has created a methodology based on an ad hoc maieutic approach, including the use of archetypes, aimed at bringing out the energy of the Company and defining a manifesto.
The manifesto will reflect the work carried out with personnel: from first-line managers up to the entire Company workforce, and involving different roles and responsibilities, to build a truly shared brand.
Avio Aero is a Company you don't expect, it was surprising in working with the Avio Aero team to find such an important human element, of warmth and passion, the real 'engine' driving the company
“Avio Aero is a Company you don't expect,” said Valeria Raffa, Founding Partner, General Manager and Chief Creative Officer of Cabiria, "Designing and manufacturing systems for civil and military aeronautics, the imagination of our creative designers was more linked to a world where the element of warmth and participation does not immediately come to mind, but rather it is the cold aspect of technology that stands out. This was the unexpected surprise in working with the Avio Aero team, to find an important human element, of warmth and passion, the real 'engine' driving Avio Aero.”
“I had never been involved in a project like this before," said Carlo Fenoglio, Advanced Industrial Technology Leader. “I didn't think I could contribute in terms of communication given my technical background. Actually, being part of the creative process was an opportunity to share the point of view and experience of someone, who just like me, works in the Global Supply Chain, in close contact with the manufacturing side which is the heart of this Company. In fact, different generations work side by side in the factory, each one bringing their values and experience, a precious heritage to be used in building the Avio Aero of the future.”
Being part of the creative process was an opportunity to share the point of view and experience of someone, who just like me, works in the Global Supply Chain, in close contact with the manufacturing side which is the heart of this Company
From the consultations, safety emerged as a defining characteristic of the Company - even for the future - which sums up the mission of Avio Aero. Innovation and passion are the pillars of the brand's identity and its essence, together with sustainable development, which should also be viewed as a key component of innovation.
“This project is an interesting example of active involvement,” concluded Paola Mascaro. “The Company is undergoing a great transformation and change passes through the hearts and minds of people. Having a first-hand understanding of what it means to be Avio Aero, now and in the future from those who work here, is a key element in defining brand choices in the medium and long term. We are building who we will be in the future and, obviously... we are building it together.”
Cover illustration by Margherita Fruscoloni Morello.