‘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 then shifted to an endorsement brand at the product-family level. The Embraer Executive Jets ‘brand’ was lost in the architecture, and Gilmore Group brand strategists were tasked with optimizing the brand architecture to support the business strategy while maintaining existing brand equities.
Gilmore Group started the conceptual process by creating collages showcasing that the strength of a brand’s identity is built in our minds.
We focused on elevating Embraer Executive Jets to a premier brand positioning distinct from the commercial jet division.
To facilitate the brand strategy program, Gilmore Group created concepts for a new Embraer Executive Jets visual and verbal brand identity, including ideations for new brand names, taglines, logos, uniforms, vehicle liveries, and various marketing collateral.
Altogether we offered three fully realized concepts, each nuanced and speaking with a slightly different tone, but none departing from Embraer’s core brand values.
Gilmore’s consulting and design work served to assist executive-level decision making as they charted the OEM’s path into a world of evolving – and increasing – competition.