Burrana brand development

Creating a game-changing brand within the aviation sector

  • Acquistion branding
  • New brand name development
  • Global market attractiveness
  • Sharp competitor advantage

Acquistion of Rockwell Collins Inflight Entertainment

DigEcor was an Australian provider of in-flight entertainment (IFE) to the international aviation industry. In 2018, digEcor acquired the IFE arm of US-based, Rockwell Collins, and required a new brand to launch this consolidated offer to the global market. In the leadup to launch, digEcor approach BrandMatters to determine:

  • How can we position the new brand in an already crowded market?
  • How can we transfer the key characteristics and attributes of both digEcor and Rockwell Collins into the new entity?
  • What new brand name will engage our global audiences?
  • What visual expression will differentiate the brand and future-proof our visual identity for the years to come?
  • Qualitative research
  • Brand naming
  • Brand positioning
  • Visual identity design
  • Brand guidelines
  • Brand assets

New brand development creating a sharp break from the past

The acquisition of Rockwell Collins Inflight Entertainment required the development of a completely new brand that would attract interest from both the major aviation manufacturers (Boeing, Airbus) and supplying OEMs (Original Equipment Manufacturers). 

The desire was to create a brand with strong Australian connotations but without a visual or overt connection to Australia, to present appropriately on a global aviation stage. 

Launching with market impact

Burrana was launched in early 2019 with an impressive market impact and has generated increased market share throughout the course of 2019. The word burrana is an Australian Indigenous word, meaning ‘to fly’, which aligns to their purpose of helping airlines create extraordinary passenger experiences.

The new brand has created excitement within the IFE sector and helped generate new and experienced talent from within the industry.

Bringing together two very different companies

"As understood well by the BrandMatters team, branding is notoriously subjective. BrandMatters’ objective approach and the structure of process they follow was fundamental to the successful launch of our new global company brand. Not an easy task when bringing together two very different companies’ culture, people, products and brand equity built over 50 years. We are delighted that within 12 months our company brand is creating great recognition, curiosity and interest. There is a great excitement across our business and industry as to what comes next."

CEO, Burrana

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