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Image by Donald Giannatti

Case Study #11

BACKGROUND

Blue Origin, a leading defense and space manufacturing company, was experiencing rapid growth and expansion in its rocket engine manufacturing capabilities. As the company scaled from producing 2.5 engines per year to over 20, there was a critical need for a cohesive brand identity and communication strategy that could align internal teams and external stakeholders with the company's vision and values. Joshua Todd, in his role as Director of Enterprise Solutions – Digital Engineering & Technical Communications, was tasked with establishing a comprehensive brand marketing strategy both internally and externally.

THE GOAL

The primary objective was to develop and implement a unified brand identity and marketing strategy that would:

  1. Align internal teams and systems with Blue Origin's mission and values

  2. Enhance external communication and brand perception

  3. Support the company's growth and expansion efforts

  4. Improve collaboration and knowledge sharing across the organization

STRATEGY & IMPLEMENTATION

Joshua employed a multi-faceted approach to address Blue Origin's brand marketing needs:

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  1. Comprehensive Brand Development: Joshua led the establishment of branding and style guidelines for both internal and external use. This included creating visual identities, messaging frameworks, and brand assets that could be consistently applied across all touchpoints.

  2. Internal Systems Branding: He designed a digital infrastructure for enterprise technology, implementing branded elements across all internal systems, from organization-wide platforms down to individual team tools. This included customizing interfaces for Wiki, Confluence, Windchill, JIRA, and Jules.

  3. Program-Specific Branding: Joshua developed unique branding for various Blue Origin programs, ensuring each initiative had its own identity while remaining consistent with the overall brand.

  4. Outreach and Event Marketing: He created branded materials and strategies for road show events and other outreach initiatives, enhancing Blue Origin's presence at industry events and public engagements.

  5. Physical Location Branding: Joshua oversaw the branding of site locations, ensuring that Blue Origin's visual identity was consistently represented across all physical spaces.

  6. Internal Communications Campaign: He transformed internal communications tools, streamlining all news outputs into a single, branded platform. This included the design of e-learning tools and a corresponding website to house documents, SOPs, and communications.

  7. External Marketing Content: Joshua led the development of marketing content for external audiences, showcasing Blue Origin's capabilities and innovations to potential clients and partners.

  8. Center of Excellence (COE) Creation: He championed the creation of a COE to connect technical Blue Origin thought leaders and gather institutional knowledge, which served as a hub for brand-consistent information sharing and collaboration.

THE RESULTS

Joshua's comprehensive approach to brand marketing at Blue Origin yielded significant results:

 

  1. Enhanced Brand Consistency: The establishment of clear branding and style guidelines led to a more cohesive and recognizable brand identity across all internal and external touchpoints.

  2. Improved Internal Alignment: The branded internal systems and communications tools fostered a stronger sense of unity and purpose among Blue Origin employees, supporting the company's rapid growth.

  3. Increased External Recognition: The consistent application of branding in marketing content, events, and physical locations enhanced Blue Origin's visibility and reputation in the aerospace industry.

  4. Accelerated Growth Support: The brand marketing initiatives supported Blue Origin's expansion, contributing to the company's ability to scale engine production from 2.5 to over 20 per year.

  5. Industry Recognition: Blue Origin's brand marketing efforts, led by Joshua, were recognized by NASA and United Launch Alliance, enhancing the company's credibility and partnerships.

  6. Improved Collaboration: The creation of the Center of Excellence and branded knowledge-sharing platforms led to enhanced cross-functional collaboration and innovation.

  7. Operational Efficiency: The streamlined, branded internal communications and documentation systems contributed to improved content quality, reduced product costs, and accelerated release cycles.

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INDUSTRY SUCCESS

By establishing a comprehensive brand marketing strategy that spanned both internal and external initiatives, Joshua Todd played a crucial role in aligning Blue Origin's rapid growth with a cohesive brand identity. This holistic approach not only enhanced the company's market position but also fostered a culture of innovation and collaboration that continues to drive Blue Origin's success in the competitive aerospace industry.

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