With over 50 years as an iconic business aircraft brand, Bombardier Business Aircraft, and its legendary Learjet model, pioneered the category of private aviation. With the launch of its next-generation Global 7000 aircraft in 2017, Bombardier was poised to redefine luxury business flight.
Having more competition than ever, and a strong association with its commercial rail business, the battle for brand distinction was more important than ever. Bombardier leadership engaged Lippincott to partner with them on a single goal: help define a brand strong enough to bolster Bombardier’s next leg of growth.
Setting the groundwork for expansion
Lippincott followed an integrated strategy to transform Bombardier’s brand story and experience, mirroring its dual focus on art and science. This ability to fuse craftsmanship with business efficiency, timeless luxury and unmatched experience inspired a new brand purpose: Exceptional by Design.
A new visual identity and brand voice were crafted to activate Bombardier’s premium, aspirational sensibilities — balancing humanity with ingenuity. A robust and flexible toolkit of imagery, typography, color and signature patterns can be applied to address different audiences, channels and touchpoints to tell the Bombardier story.
Excellence at every level
Through collaborative work sessions, we explored and refined the customer experience. Bold and sophisticated messaging was developed to resonate with a range of audiences and activated internally with a cascade campaign to build brand understanding and encourage brand-aligned behaviors.
Lippincott’s methodology and knowledge of branding were cornerstones for our brand repositioning.
— Sandra Tymchuk, Marketing Director, Bombardier Business Aircraft
Bombardier successfully launched the new brand focused on “Exceptional by Design” at NBAA, a leading industry event. The brand launch was followed by the test flight for the Global 7000, Bombardier’s next-generation flagship aircraft that reimagines comfort and performance.
Bombardier continues to live its brand and is committed to leading the industry forward with unmatched products and experiences.