Becca Rhea Leeseberg
RIM ALLIANCE
Brand Identity | Art Direction | Brand Strategy
Following the merger of Alliance Air Parts and RIM Enterprises, the newly formed RIM Alliance needed a unified brand that could honor both legacies while signaling a modern, future-focused direction. The previous identities lived in two different visual worlds, and the company needed a cohesive system that reflected their growth, credibility and long-term vision within the aviation parts industry.
Overview
Challenge
The merger brought together two established teams, two customer bases, and two distinct brands. Our task was to create a new identity that felt familiar enough for existing partners to trust, but bold enough to position the company for expansion into new markets. The brand needed to function seamlessly across digital platforms, trade shows, internal communications and everyday sales and service touchpoints.
Approach
I explored the combined brand’s values, audience and competitive landscape through research, interviews and visual audits, identifying opportunities to elevate professionalism and unify the story. I then led the creative development, concepting visual directions, refining the logo and establishing typography, color and overall art direction, to create a modern, confident, and future-ready identity.
Outcome
The rebrand launched in Summer 2025 and was received exceptionally well by internal teams and external stakeholders. RIM Alliance now has a unified visual system that strengthens their presence online, enhances their trade show experience, and provides a consistent foundation for ongoing marketing efforts. The new identity has become a core asset as the company continues to grow.
