Showcasing Innovation and Integrity
Guggenheim Aviation Partners (GAP), an aircraft investment and management business belonging to Guggenheim Partners, LLC, recently purchased the commercial aviation division to operate as a separate entity. Due to GAP’s long-standing and successful history, they required a strong new brand to present to the market. (Read full Press Release)
In their transition to a singular company, GAP sought the help of V2Works to create a new name and identity for their business, with the primary goal being to maintain its position as a premier global commercial aircraft leasing, financing, and management company. In a rapid six-week sprint, V2Works worked hand-in-hand with the GAP team to determine a clear differentiator and branding strategy to help guide their internal principles and behaviors moving forward.
V2Works conducted mass amounts of research to better understand GAP’s target audience and market position. The result is the name Altavair, which acknowledges the brand’s legacy while also allowing the company to tell a much larger story about their distinct advantages — the significant role their people play in the organization, along with the unique and innovative ways their people make connections with and for their customers.