BRIEF:
After Boeing sold Jeppesen and ForeFlight to a private equity firm in November 2025, for $10.55 billion, the brand and marketing team had the task of merging two legacy brands into one new company: Jeppesen ForeFlight.
MY PART
- Art directed a $150,000 agency engagement to rebrand Jeppesen as a standalone company with a planned divestiture from Boeing.
- Pivot to a last-minute brand merger with ForeFlight two weeks before the Boeing sale.
- Join forces with the Foreflight creative team to execute announcement materials for the sale from Boeing and merging of two brands.
- Expand the new company brand beyond Day 1 by art directing color palette and brand language modifications to elevate the visual expression. Art directed an external agency to begin developing brand guidelines to document the specifics for company-wide distribution.
Color palette expansion
Due to the last minute pivot to merge Jeppesen and ForeFlight, the Day 1 concept for brand executions overused a simplistic, two-tone gradient background, which was easy to repeat, but was extremely limiting and blended in with the sea of blue aviation brands. I art directed this color expansion proposal to “New Dawn” gradients, which tied directly to aviation, stood out in the market, and offered creative versatility that would set the brand up for future market expansion.
New company timeline office graphic
Display ads for Aviation Week
B2B Paid Social Ads
Organic Social
TARGET MARKET:
- Commercial airline technical executives: CTO, CIO, VP of Flight Ops
- Aviation C-Suite and board members
- Military flight operations
- Business and general aviation enthusiasts
BRAND CULTURE
- 90-Years of Aviation Expertise
- Mission-Critical Trust & Safety
- Digital Agility & Independence: Having separated from Boeing
