boeing
Client
SVA Masters in Branding Thesis
(self-initiated thesis)
Date
2022
Role
Lead Design & Strategy
Purpose
Craft a compelling investigation into Boeing’s branding strategy, examining how the brand navigates innovation, trust, and global influence.
Objective
Highlight key insights from research, focusing on the intersection of aerospace technology and brand identity — while exploring how Boeing can evolve to remain relevant and trusted in a shifting cultural and technological landscape.
CHALLENGE
Position Boeing successfully ten years into the future, at a time when aerospace is being radically redefined by automation, climate urgency, and public trust. The project needed to imagine Boeing’s role beyond defense and commercial aviation — reclaiming its place as a trusted innovator and systems leader in a civilian future.
APPROACH
Through deep research, strategic synthesis, and narrative development, the project reimagined Boeing as stewards of the sky — leveraging their legacy in systems engineering to lead the infrastructure of tomorrow’s aerial mobility. Using speculative branding and narrative design, the project introduced the concept of Boeing as the “MTA of air taxis”, responsible for orchestrating safe, scalable, and intelligent skyways in urban airspace.
The thesis video brought this future-facing vision to life, combining archival visuals, motion graphics, and a structured storyline that traced Boeing’s legacy forward into a new era of responsibility, innovation, and public trust.
SOLUTION
A comprehensive brand strategy rooted in Boeing’s engineering legacy and future systems potential
A narrative positioning Boeing as infrastructure leaders of autonomous air travel
Motion-based thesis video articulating the brand’s evolution and renewed sense of stewardship
Speculative brand identity extensions and visual concepts
Conceptual applications across digital, civic, and environmental touchpoints
outcome
The Boeing thesis culminated in a forward-thinking and visually compelling strategy that addressed key industry and societal challenges. By repositioning Boeing as a long-view, systems-oriented leader in future mobility, the work offered a renewed brand narrative rooted in trust, innovation, and global responsibility—reinforcing Boeing’s capacity to shape the next era of aviation.ross digital, civic, and environmental touchpoints
