AN INSIDE PERSPECTIVE OF THE BRAND

DISCOVERY AND RESEARCH

Global Brand Management began building the foundation for the second century of unrivaled brand reputation and presence. Before looking to the future, we took stock of the present. We began with research and analysis, gathering information from builders and users, including creative leadership, to document what the team has done, discover what has worked, and recommend where to go next in the evolution of the Boeing brand identity.

Engaging the entire creative staff through a series of discovery workshops attended by multidisciplinary talent at our offices in Seattle, St. Louis, and Huntington Beach, as well as through an organization-wide survey about the current identity system.

The result was a full report of our findings along with an executive summary to the Global Brand Management leadership team.