Brand Overhaul Reaches New Heights

B2B service provider gets an integrated, approachable identity


A division of Delta Air Lines, Delta Technical Operations (TechOps) is a full-service aviation maintenance, repair and overhaul (MRO) provider with thousands of seasoned professionals around the world. Delta TechOps MRO represents a significant source of revenue for the airline, driven primarily by full engine maintenance contracts with airlines and corporate fleets. 

Jackson Spalding was tasked to increase awareness and consideration of Delta TechOps MRO services by elevating its brand identity and expanding its suite of content channels to better represent the technically advanced nature of its offerings.

Our Approach

We overhauled every marketing channel and executed against an integrated marketing plan. Our strategy helped drive home the message that TechOps is the industry-leading, full-service MRO provider benefitting from the experience, innovation and purchasing power of one of the world’s best airlines.


Our goal for the website redesign was to provide a seamless way for our diverse target audience – with varying needs and familiarity with the technicalities of MRO – to access information about the services most pertinent to their needs. The website highlights services, capabilities and other key facts about the organization in a user-friendly experience that educates prospects on the operational expertise offered by TechOps without overloading them with too much complexity. 

Digital Magazine

Catering to decision-makers that reflect a variety of sectors and needs, Delta TechOps was eager to establish a regular touchpoint that would allow them to share information with current and potential customers about its expansive capabilities. The Elevate e-magazine allowed the brand to educate its audience through a sleek content vehicle that represented the technically advanced nature of its offerings while using approachable language that appeals to every segment of its audience.

Ad Creative

“Oper-chanics” describes the unique position of Delta TechOps as the integrated MRO division of the world’s most reliable airline. TechOps has the unique ability to hear both sides of the B2B conversation and interpret the needs of our customers like no one else. Oper-chanics is the language TechOps speaks in the shop and their approach to customer service in the air.

Our team developed a concept for an artistic take on a technical engine drawing with callouts related to Delta’s superior in-flight experience. We recruited artists to help illustrate the renderings in a way that would differentiate us from competitors, who primarily opt for standard aviation photography.


Jackson Spalding story-mined, concepted, drafted and designed a series of marketing emails to demonstrate TechOps’ diverse services in reliability-based operations, performance innovation and unparalleled technical skills.  

We delivered monthly emails geared toward audiences interested in specific business objectives. For example, to generate interest in the MRO’s component support for the Boeing 737 and Airbus A320 (a growth opportunity for TechOps), we optimized our distribution list to target maintenance leads overseeing planning for fleets including the 737 and A320 and incorporated keywords related to fleet optimization. 

Marketing Collateral

To elevate the overall look and feel of the brand’s innovative digital direction, Jackson Spalding created a suite of new marketing materials to send to current and prospective clients. We envisioned and designed holiday cards and gifts, proposal templates and celebratory milestone communications to employees and customers. Messaging across all collateral pieces was updated to align with the brand’s new tone which conveyed confidence, innovation and solidarity.

The Results

Our integrated approach gave Delta TechOps a visual identity as sophisticated as its offerings and created effective, memorable touchpoints to help current and prospective customers better understand the brand.  

At a Glance


monthly page views
from a very niche audience


e-mag open rate


downloads of sales materials

The Team

Eric O'Brien

Robert Bumgarner

Jessie Starke

Mark Miller

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