From Four Brands to oneRTX

Context

In 2023, Raytheon Technologies rebranded to RTX, bringing more than 185,000 employees together under a simpler enterprise identity and shifting from four business units to three. The change needed to be clear internally and externally, while helping audiences understand where to follow the brand next.

Challenge

The work had to unify a fragmented social footprint, transition audiences from multiple legacy business unit accounts to a new structure, and introduce RTX in a way that felt cohesive, credible, and future-facing.

Insight

A rebrand like this can lose people fast if it feels like corporate housekeeping. The content had to do two jobs at once: give audiences clear next steps and make the new brand feel worth following. That meant every transition post needed to function as both wayfinding and brand-building. Oh, and also launch the rebrand at one of the most important events of the year, the Paris Airshow.

Role

I led content creation across channels to announce the rebrand, guide audiences from multiple legacy business unit accounts to the new structure, and build early understanding of RTX and the oneRTX vision.

Execution

• Developed the content framework used to explain the shift from legacy business unit identities to the new RTX brand architecture.

• Led creation of launch assets across channels, including updated banners, bios, rename messaging, and audience-guidance posts that helped followers migrate to the right accounts.

• Built a supporting content series that went beyond housekeeping and introduced who RTX is, pairing the new brand story with examples of groundbreaking technologies across the business.

• Aligned rebrand content with the Paris Air Show calendar so the brand transition unfolded alongside one of the industry's biggest moments.

Impact

The work helped make a structural change feel intentional instead of confusing. Rather than simply renaming accounts, the campaign gave audiences a clear path into the new brand and started building recognition for RTX as a unified enterprise.