LCAL Inc

Services supplied

• Identity design, development and guidelines.
• Corporate brochure and merchandise.
• Exhibition graphics.
• Advertising creative, media planning and purchase.
• PR/creative copywriting.
• Print management and fulfilment.
• Project management.
• Website design and development.

Synopsis of project outcomes

• Successful launch, establishment and differentiation of the company at the launch in Dubai.
• The identity received praise from all companies involved including LCAL, Boeing and Rolls Royce.
• Ongoing sole agency appointment for all marketing and design activity.

Boeing had just launched the most advanced passenger aircraft, the Dreamliner 787: an aircraft 25% more fuel efficient than anything else of its kind due to its unique carbon fibre body.

The launch created a unique opportunity for a new company to enter the aircraft leasing market and undercut a large proportion of the existing competition. LCAL was born.

With a head office in Hong Kong, it was the first leasing company to order a dedicated fleet of 787s (20 in total) worth $2.6bn. With this amount of investment and venture capital, an identity had to be developed for this major new player in the aircraft leasing market, to work in both the eyes of the manufacturers (Boeing) and target clients (global airlines).

Although the order was placed in May, funding and contracts were being concluded so we had some time before the PR launch in November at the Dubai Airshow.

With time on our side there was a great deal of research before design work commenced. All concept and development work was also presented to Boeing (Seattle, Brussels, London) and all PR and launch material had to be signed off by both Rolls Royce and GE. With the identity/guidelines finalised and the aircraft livery complete, the company and its business model were revealed to the world at the Dubai Airshow 2005.

The launch was incredible: it seemed everyone in the aerospace industry was talking about this new company. Boeing had the livery emblazoned on their homepage for two weeks, drawing praise across the industry from LCAL, Boeing and Rolls Royce.