Panasonic Avionics

Panasonic Avionics Corporation is the global leader in in-flight entertainment and communication systems. As they prepared to launch their flagship entertainment offering, they sought a partner to craft a standout name while also streamlining their broader portfolio to achieve naming consistency.

Panasonic needed a name that captured the innovative spirit of their new offering and aligned with their brand. Through discovery interviews with executives and product leaders, we explored the benefits of the flagship system, competitive landscape, and customer expectations. This research also informed our understanding of their portfolio’s architecture.

We worked collaboratively with Panasonic’s team through three rounds of naming, ultimately aligning on Astrova—a name inspired by “striving for new heights” in in-flight entertainment. The name subtly evokes the expansiveness of space and the elegance of flight.

Beyond naming, we audited Panasonic’s brand architecture, providing recommendations to enhance clarity and alignment across their portfolio. To ensure sustainable naming practices, we developed a policy document with guidelines, a decision tree, and principles to maintain consistency and focus in future product naming efforts.