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CASE STUDY
COBALT
Deliverables
Company Background
Founded in 1916, Boeing is a leading aerospace and defense company. Its 1997 merger with McDonnell Douglas marked a shift from an engineering-driven culture to a more corporate, financially focused management. This change has had lasting impacts on the company's direction and priorities.
Challenge
Boeing faces significant challenges with public perception due to high-profile safety incidents and concerns over quality control. The crashes of the 737 MAX and subsequent scrutiny damaged trust in the brand. Many now view Boeing as prioritizing profits over safety.
Goal
This project explores how a strategic rebrand of Boeing might restore public trust and reinforce a renewed commitment to safety. This would motivate aviation enthusiasts to actively support and promote the brand to others.
Target Audience
Aviation enthusiasts—passionate, vocal, power users that value precision, technology, and adventure.
Research
Trust in Boeing Plummets After Saftey Incidents
Public trust in Boeing has kept falling due to ongoing safety concerns, especially after incidents like the 2024 door-plug blowout. Continued scrutiny has made the public even more doubtful, showing just how much the company’s reputation has been hurt.
Airbus Pulls Ahead
For years, Boeing and Airbus were closely matched in aircraft sales and deliveries. However, after the 737 Max crisis of 2019 Boeing began to fall behind. Boeing struggled with safety setbacks and production delays while Airbus steadily increased its output. Today, Airbus has delivered significantly more aircraft, widening the gap and solidifying its lead in the commercial aviation market.
Decline in Engineering Workforce
Over the past decade, Boeing has seen a steady decline in its engineering workforce. This reduction reflects broader shifts within the company, including a move away from its historically engineering-led culture toward more corporate, cost-driven priorities. The trend has raised concerns about the long-term impact on innovation, product quality, and saftey oversight.
Brand Concept & Development
Driven by an in-depth look at Boeing’s shifting public perception, its post-merger cultural transformation, and the values of aviation enthusiasts, I shaped a rebrand concept that re-centers engineering as the company’s core identity. I built a cohesive concept through naming and logo explorations, tone of voice development, moodboarding, and AI-assisted visual direction.
A rebrand that makes Boeing’s engineering the star—restoring trust through transparency, and making safety, innovation, and aerospace feel smart, exciting, cool, and aspirational again.
FLORESCENT
SLEEK
PROPELLING
Brand rollout
