Objectives: The task was to design a strong, contemporary, forward looking brand that could be used throughout the Hawk communications programme. Initial applications included a new livery for the demonstrator aircraft, a brand book aimed at VIP customers and technical literature aimed at end users.
Planning: Following our successful pitch for the branding, Fathom worked very closely with the Hawk communications team helping them analyse the ten audience segments identified and suggesting appropriate pieces to communicate with each segment. These segments ranged from individual VIP customers such as the Crown Prince of Bahrain through to air spotter fans of the Hawk. During the course of these discussions, Fathom helped the client distil the audience types down into 3 pieces of communication so enabling them to save money and time.