Helping a Brand Fly Free
Hailing from Brazil, Embraer is known around the world as a leading manufacturer of commercial aircraft. What was less well known is that Embraer was also a leader in executive jet transportation. 'Embraer Executive Jets' was a primary division within the Embraer organization, and the executive jet offerings (Lineage, Legacy, Phenom) were presented as individual product-family brands. The Embraer brand served as a master brand to the corporation, and secondly as an endorsement brand at the product-family level. The Embraer Executive Jets 'brand' was lost in the architecture.
With our focus on Embraer Executive Jets, we designed a branding program to close the gap between the perceptions of Embraer and its true scope as a global, cross-category aircraft company.
Gilmore Group started part of the conceptual process by creating collages, showcasing that the strength of a brand’s identity is built in in the mind by series of complex, learned, and instinctual associations.
Our branding program focused on brand architecture and positioning, removing the association that Embraer Executive Jets was a division of a commercial jet brand, and rather, one with its premier brand positioning.
In addition to the brand strategy work, Gilmore Group created concepts for a new Embraer Executive Jets visual and verbal brand identity, including concepts for new brand names, taglines, logos, uniforms, vehicle liveries, and various marketing collateral. Altogether we offered 3 realized concepts, each exclusively nuanced and speaking a slightly different tone, but none departing from Embraer’s core brand values.