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.

DESIGN IMPACT

Engineering → Experience
Converted complex aviation systems into high-trust visual narratives that drove sales and education.

Growth Outcomes
- 18% YoY sales lift in APAC
- $6B pipeline growth through brand repositioning
- 29 Falcon 7Xs in service in China within 4yrs, making it the brand’s second largest market

Environmental Design
Created award-winning AsBAA exhibition experiences that fused design, storytelling, and sales enablement.

Digital Systems
Designed mobile apps and interactive tools for the 7X that aligned cockpit innovation with customer-facing UX.

Global Design Architecture
Deployed a cohesive brand system across three continents and multiple buyer classes, from private wealth to public sector.

SITUATION

Dassault Falcon Jet, a legacy European jet manufacturer, needed to reframe its brand presence in Asia - specifically China - where competitors were dominating the UHNW aviation narrative.

The brand's perception lagged behind its engineering prestige, lacking the cultural and aesthetic resonance required to connect with a rapidly evolving luxury market.

TASK

Create and lead a unifying visual campaign for Dassault Aviation’s 50th anniversary in Asia that could bridge French heritage with Chinese luxury codes. The work needed to cut across all brand expressions - from print to exhibition to experiential - while elevating Falcon into a modern icon of status and power.

ACTION

— Concepted the campaign's signature visual: a crimson flag motif inspired by Falcon’s red jet stripe, Parisian design cues, and Chinese symbology of fortune and prestige.
— Developed a complete design system and visual language to maintain fidelity across vastly different touchpoints.
— Led creative direction and design execution across:
 • Aircraft imagery and environmental graphics
 • Premium print collateral and brand identity
 • Large-scale exhibition design and storytelling panels
 • VIP events and bespoke spatial experiences
— Directed international production teams across Paris and Shanghai, ensuring seamless cross-cultural execution and stakeholder alignment.

RESULT

The campaign redefined Falcon’s image in Asia.  Within three years, China became Falcon’s second-largest global market, with 29 Falcon 7X jets in operation. The campaign also set a new internal benchmark for brand integration across regions and mediums.

Held at Shanghai Hongqiao International Airport, the Asian Business Aviation Conference & Exhibition (ABACE) is the region’s most influential business aviation event—where aircraft orders, partnerships, and reputations are forged. The show attracts Asia’s top-tier wealth creators, fleet buyers, and government stakeholders. In this context, design isn’t décor—it’s diplomacy, sales enablement, and competitive signal.

SITUATION

In an industry defined by physical precision and legacy aesthetics, Dassault Falcon Jet faced a subtle branding challenge: how to show digital fluency without disrupting the craft-driven mystique of luxury aviation.

Apps weren’t a necessity - UHNW owners, corporations or states, weren’t asking for them, and over-indexing on tech could erode the brand’s analog credibility. But staying silent risked appearing stagnant.


TASK

Support the strategy, content, and design for Falcon’s first suite of iOS applications - not to drive usage, but to quietly assert that the brand understood modern UX expectations. The goal: signal relevance, not revolution.

ACTION

— Developed content and narrative structure for three distinct apps:
 • 360° Explorer: A tactile cabin walkthrough with deep material storytelling.
 • Manufacturing Journey: A visual thread through Falcon’s build process, balancing complexity and artisanal detail.
 • Service Locator: A minimal, map-based utility for global route and support planning.

— Ensured the apps embodied Falcon’s luxury code: refined, and intentionally underdesigned to stay out of the way.

— Positioned the suite as quiet theater - a strategic gesture meant to impress without trying too hard. A nod to the modern customer, not a grasp at their attention.


RESULT

The iOS suite wasn’t built to be used. It was built to exist.

By launching it, Falcon became the first in its category to signal digital competence in a way that felt effortless, not pandering.

The apps recontextualized Falcon as forward-thinking without chasing novelty - preserving the physical aura of the brand while projecting quiet modernity.

SITUATION

Following the global announcement of the Falcon 5X, Dassault faced a prolonged production runway and delivery delays. The challenge: maintain market interest and narrative control across a multi-year gap, without showing the aircraft. Traditional luxury aviation visuals risked overexposure and dilution.

---

TASK

Develop a visual campaign to preserve cultural relevance, assert brand confidence, and manage perception over time - without relying on product visibility. Design needed to convey capability, exclusivity, and national identity while maintaining strict visual discipline.

ACTION

Crafted a multi-platform teaser campaign rooted in visual restraint and symbolic precision:

• Established a black-on-black design system where the aircraft was never fully revealed - an implied silhouette, not an asset on display

• Directed tone and composition across print, digital, and mobile interfaces, using high-contrast shadowplay

• Collaborated on a 90-second brand film scored by Daft Punk - blending French culture and aerospace form language into a cinematic signal piece

• Integrated screen takeover modules and mobile UX elements designed for minimalism and continuity, not novelty

• Built a system of visual pacing - treating absence as tension, not limitation

---

RESULT

The Falcon 5X remained top-of-mind across key markets - including China and EMEA - without revealing its final form. The campaign redefined how a luxury aerospace brand could operate by treating design as narrative infrastructure, not just presentation.

It demonstrated that:

• Controlled visibility drives perception
• Design can carry strategic load
• And in markets where timing slips, brand signal discipline is a tactical advantage

Created a print book for Dassault Falcon Jet - equal parts technical reference, brand artifact, and philosophical statement. Every element was guided by the founding ethos of Marcel Dassault: ‘For a plane to fly well, it must be beautiful.’

SITUATION

Dassault Falcon Jet needed a tool to support strategic sales - especially among sovereign and UHNW clients - where decisions hinge not just on specs, but on story, heritage, and design philosophy.

Competitors like Gulfstream leaned heavily on data. Falcon needed to lean on identity.

The opportunity: create a print artifact that functioned as technical documentation and brand doctrine.


TASK

Design a print piece that could operate on multiple levels:

1. A high-trust technical reference
2. A luxury brand artifact
3. A philosophical argument about beauty as engineering principle
   The goal was to sell jets - but do it elegantly, through cultural pereception AND design fluency.

ACTION

— Concepted and designed the Fleet Book, an editorial-grade print piece structured around Marcel Dassault’s foundational belief: ‘For a plane to fly well, it must be beautiful.’

— Developed an architecture that married hard data with visual storytelling:
 • Fleet specs, cabin configurations, and mission profiles
 • Cinematic black-and-white aerials above China, the Himalayas, and Paris
 • Premium materials (pearlescent stock, high-density print) to echo Falcon’s own craft
— Used design systems - information hierarchy, photographic cadence, visual rhythm - to align with Falcon’s aerodynamic aesthetic and strategic identity.
— Directed the visual tone to distinguish Falcon from rivals: abstract jet silhouettes, archival quotes, and refined graphic restraint gave the book weight without noise.


RESULT

The Fleet Book became more than a sales tool. It was a tactile argument - a piece designed to sit on the desks of ministers, billionaires, and procurement heads and say everything without speaking.

It helped position Falcon not just as a manufacturer, but as a design-led authority - blending French engineering, visual elegance, and global cultural fluency into a single, high-trust object, and contributing to a $6B annual pipeline growth through strategic brand positioning.

What Gulfstream Shows:

- Literalism. Clean, competent, but obvious. Aircraft as product.

- Utility-First Language. ‘Engineered to impress. Day in and day out.’ Reads like a washing machine ad.

- Commodity Thinking. Front-three-quarter view, parked tarmac, warm light. It’s competent marketing—but it’s marketing.

- No Emotion, No Philosophy. These layouts speak to reliability, not meaning.

What Falcon Shows:

- Ideological Design. That jet-on-black image isn’t just dramatic—it’s intentional. A jet rendered like a cultural artifact, set against painterly light.

- Philosophical Anchoring. Marcel Dassault’s ethos is present in form and tone. Beauty as lift. Aesthetic as performance.

- National Signature. The Frenchness is quiet but unavoidable. Not just heritage, but design intelligence made visible.

- Strategic Sophistication. Use of color vs B&W. Abstract interstitials. Tactile stock. This isn’t sales—it’s seduction calibrated to decision-makers in aerospace, diplomacy, and defense.

Bottom Line: 
Gulfstream markets aircraft.
Falcon markets design as doctrine.