Boeing: shifting perceptions through story & design

Simplify the complex. And bring personality and a contemporary sensibility to the perception of Boeing. These were some of the objectives behind this integrated media effort to shift perceptions about Boeing Commercial Airplanes (the manufacturing and sales operation of The Boeing Company). 

Taking a reductionist approach, Creative Director John Burgess commenced the project with the delivery of a new Global Positioning Statement to unify all executive presentations and pitches to media. ‘Crucial. Committed. Competitive.’ became the unifying theme and rally cry for all high-level communications. These ideas were then expanded on in a 60-page book that expressed the full dimension of the brand’s promise, values and unique attributes.

The 60-pg book was distributed to 90,000 employees, partners and customers around the world. 

Its success then led to the development of an interactive version, enriched with video and audio assets, hosted at boeing.com.