In my Art & Design leadership role at Dassault Falcon Jet, I shaped the visual identity of one of aviation's most prestigious brands across global markets. While based in North America, my work had global reach with particular focus on China and East Asia, demanding deep understanding of diverse cultural contexts and market nuances.

I transformed complex aerospace engineering into compelling visual narratives that resonated with three distinct audiences: high-net-worth individuals, corporate buyers, and government entities.

MEASURABLE IMPACT:

︎︎︎Engineering to Experience:

Transformed complex aerospace systems into intuitive visual narratives

︎︎︎Market Growth:

- Drove 18% sales increase in Asia-Pacific through strategic design initiatives
- Created industry-leading exhibition design recognized by AsBAA Chairman

︎︎︎Digital Innovation:

Designed 7X mobile applications and interactive visualization systems

︎︎︎Global Scale:

- Built global visual system spanning 3 continents and multiple audiences

︎︎︎Technical Translation:

Successfully communicated advanced engineering features to diverse stakeholders

The Asian Business Aviation Conference & Exhibition (ABACE) is held at Shanghai Hongqiao International Airport in Shanghai, China. It is a high-value event, attracting entrepreneurs, wealth creators, aircraft-purchase decision makers and other high-level attendees from China and from across Asia.

One of our challenges in creating a campaign for the new Falcon 5X aircraft was the lengthy gap between announcement/order availability and actual delivery.

The creative team has the impossible task of simultaneously creating the demand which will drive sales in the present, but also effectively tempering it for a delayed future delivery.

Additional challenge for our creative team was the scarcity of product imagery prior to the new aircraft completion. A Catch 22 of means and needs, sales and marketing.

For the launch of the 5X aircraft in China and East Asia, our team created teaser campaigns without having an actual image library. Utilizing every bit of our scant image resources, we were able to deliver a frugal campaign with maximum strategic impact:

We were giving our clients special access, a glimpse in the future; a spark, a promise of fluid technology waiting at the first crack of dawn. Within reach today, but ready tomorrow

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My work for Falcon was always inspired by founder Marcel Dassault’s legendary words - ‘For A  Plane To Fly Well, It Must Be Beautiful’.