The shape of things to come
Group brand structure, driving
idea and ethos
Led by Claudius at Wolff Olins
This highly sensitive assignment, under direct supervision of the late Chairman Jean-Luc Lagardère, explored the logic of an Airbus-led EADS Group. We devised the sentiment to 'beat Boing', a brand strategy that inspired the shaping of a group-wide brand to harness and lift the unique airbus culture of 'decentralised innovation'.
The renaming of EADS Group to AIRBUS was introduced under
Mr. Enders' leadership only in 2013.