In order the brief their engineers, Boeing asked an artist to draw a new, fuel-efficient aircraft - the 787 Dreamliner. Her design - inspired by a bird in flight – was then tested alongside other designs generated by engineers. Guess what? Her design - the most beautiful of all the designs - turned out to be the most efficient too.
Boeing Commercial Airlines was a leader in its field. Its history is synonymous with most of the major developments in air travel. But with the mishaps and fiascos surrounding the development of the 787 Dreamliner, it had lost its way.
Best by all measure
Their vision – ‘to be the best by all measures’ – no longer resonated, or didn’t give them the direction they needed to get back on track. Nobody was sure what this meant in their role, or how they might go about turning this vision into reality.
Beauty in efficiency
Our new brand story gave the organisation a higher purpose: ‘to give wing to economies and societies around the world’ through ‘beautiful efficiency’.
Through a number of workshop, each department applied the principle of ‘beautiful efficiency’ to their field, resulting in more elegantly efficient engineering, more graceful passenger experiences, and silkier customer service.
Boeing is still No 1, and the 787 Dreamliner is now the envy of the industry.