Interior and Brand Design Become One
Our partnership with Hawker Beechcraft began as an interior design project for their Hawker 4000 jet aircraft. At the core of the project was the desire to create an unmistakable Hawker interior.
We challenged ourselves to involve branded design elements and decorative details in the Hawker 4000’s interior components, namely the incorporation of the Hawker "beak" as a design motif.
Hawker Beechcraft asked us to separate its two brands in order to mitigate the effects of the failing performance of the Hawker brand. Building off the existing core brand elements, we developed a new brand architecture, positioning, and primary visual identity system for both the Hawker and Beechcraft brand.
Subsequently the company was purchased by Textron and both Hawker and Beechcraft retained their identity.