- Brand Guidance
- Brand Strategy / Identity Development
- Brand Story Creation
- Video Art Direction / Production
- Photography Art Direction
- Website Design & Development
- Content Marketing Strategy
- Jonathan Abel
- Ben Callaghan
- Louisa Desson
- Bruce Kaechele
- David Louden
- Joe Philippon
- Ryan Rose
- Page Editor
- Custom Flash elements
- Search Engine Optimization
- Google Analytics
“ Our business has evolved significantly in recent years. The brand direction and website bridge our vision for innovation and Mr. Kaman's legacy, allowing us to create a new and authentic way to tell the Kaman story. With more growth on the way, we have a solid footing
for communicating who we are and what we see on
the horizon. ” - Neal Keating / Chairman, President & CEO, Kaman Corporation
What's possible when you profess what you believe in?
When a company loses the daily presence of its revered leader, a glance at the future can raise the "who are we now?" question. Not for Kaman. They've always known who they are, even in the absence of founder and pioneer Charles (Charlie) Kaman. It was just a matter of telling everyone else.
As we got to know Kaman, we saw a direct link from the depth of their character to the organization's success. Fathom asked Kaman to explore the possibility of telling the world that who they are matters to what they do. They responded with open minds despite not knowing what would emerge.
Initially, Kaman reached out to Fathom to discuss designing and developing a new website. When the question of how to represent Kaman's corporate brand and the nearly 20 distinct businesses within its Aerospace group was difficult to answer, we put the website on hold.
Working closely with Kaman, we helped consolidate Kaman Aerospace into six distinct brands and, in the process, developed a new architecture for how these businesses interrelate and would be woven into the new website. The work allowed us to see that the company's 4,700+ employees were connected beyond the circumstances of employment.
Charlie Kaman was famous for his work ethic. He set high expectations for himself and his employees. Because of Mr. Kaman, a culture of quality and dedication continues to empower the company's workforce. Kaman's new leadership draws energy from what Charlie started while also creating new possibilities for what the company can become. Showing why their values matter—that who they are directly impacts what leaves the floor—has become central to the Kaman brand.
Clarifying the story that needed to be told provided the touchstone we needed for creative expression. Before moving into concepts or architecture for the website, however, we needed an equally compelling way to tell Kaman's story.
We all agreed that video would be a perfect medium for bringing the Kaman brand to life. The concept centers on getting to know Kaman through the people who know it best. Voices of Kaman employees, including Charlie himself, use their own words to bring the viewer into their world. The common echo of "we are Kaman," unifies the Kaman voice and gives emotional verve to the "we are" phrase that is central to the website's storytelling. Produced with help from award-winning videographer Derek Dudek of Content Pictures, and writer Bob Dennis, the video is the centerpiece of the website.
The photos now featured on the website strengthen the personal connection point to Kaman's brand and capture the people behind the innovation. In tandem with our focus on imagery and videography, the new corporate website also needed to incorporate state-of-the-art functionality. The website is a gateway to Kaman Aerospace and Kaman Industrial Technologies, along with serving as home to Kaman Corporation. The large amount of content required us to keep a close eye on how it was organized for the launch and future expansion. Like the brand's story, we were intent on constructing a website that could sustain growth.
The best part about telling a compelling brand story based on what people are committed to is that there is nothing to invent. What the world sees today is true to the Kaman of yesterday and tomorrow. Charlie's everyday presence may be gone but his ability to foster a new generation of people who make a difference lives on.Back to Top