DASSAULT AVIATION
50TH ANNIVERSARY
INTEGRATED BRAND EXPERIENCE, CHINA
(Creative Director)I led creative direction for Dassault Aviation's 50th anniversary in China — a multi-channel brand initiative spanning premium print, VIP diplomacy, and flagship presence at ABACE events in Shanghai. The objective was not simply to commemorate an anniversary, but to reinforce Dassault's long-term position among ultra-high-net-worth clients and aviation decision-makers across Asia.
I developed a unifying visual system anchored in a flowing crimson motif — connecting Falcon's red jet stripe, French heritage, and culturally resonant symbolism within the Chinese context.
The identity extended across architectural-scale exhibition environments, custom aircraft cabin mock-ups, luxury print and OOH placements, and embassy-hosted VIP events with bespoke collateral systems.
As Creative Director, I defined the overarching visual framework, directed execution across channels, and coordinated with international stakeholders to ensure cohesion at every touchpoint.
The result was a disciplined, high-visibility brand expression that strengthened Dassault's market presence in China and supported significant fleet growth in the years following.
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I developed a unifying visual system anchored in a flowing crimson motif — connecting Falcon's red jet stripe, French heritage, and culturally resonant symbolism within the Chinese context.
The identity extended across architectural-scale exhibition environments, custom aircraft cabin mock-ups, luxury print and OOH placements, and embassy-hosted VIP events with bespoke collateral systems.
As Creative Director, I defined the overarching visual framework, directed execution across channels, and coordinated with international stakeholders to ensure cohesion at every touchpoint.
The result was a disciplined, high-visibility brand expression that strengthened Dassault's market presence in China and supported significant fleet growth in the years following.
see more
