DASSAULT FALCON JET
FLEET BOOK
ENGINEERING AS DOCTRINE
(Creative Director, Design Architecture)Dassault required a high-trust publication for sovereign, defense, and ultra-high-net-worth buyers — an audience that evaluates aircraft not only by performance metrics, but by heritage, design philosophy, and institutional credibility.
I led the creative direction and design architecture of the Falcon Fleet Book as a publication that functions simultaneously as technical reference, luxury artifact, and philosophical statement.
The editorial structure was built around Marcel Dassault's belief that beauty is inseparable from aerodynamics — rather than separate data from narrative, the book integrates specifications, mission profiles, and cabin configurations within a disciplined visual hierarchy that treats form and performance as unified.
Key design principles governed the system: black and white as the base state, establishing gravity and restraint; red as structural force aligning brand livery, French lineage, and regional relevance; logo geometry translated into pacing and directional rhythm; elimination of conventional "jet against blue sky" imagery in favor of architectural and cinematic framing.
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I led the creative direction and design architecture of the Falcon Fleet Book as a publication that functions simultaneously as technical reference, luxury artifact, and philosophical statement.
The editorial structure was built around Marcel Dassault's belief that beauty is inseparable from aerodynamics — rather than separate data from narrative, the book integrates specifications, mission profiles, and cabin configurations within a disciplined visual hierarchy that treats form and performance as unified.
Key design principles governed the system: black and white as the base state, establishing gravity and restraint; red as structural force aligning brand livery, French lineage, and regional relevance; logo geometry translated into pacing and directional rhythm; elimination of conventional "jet against blue sky" imagery in favor of architectural and cinematic framing.
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