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Launching Starliner


DEFINING
THE BRAND

How a team from across the enterprise collaborated to implement a whole brand approach to launch America’s newest spaceship—the CST-100 Starliner—positioning it, naming it, and developing a unique identity.

PROCESS

THE PROCESS MAP

Aligning a multibusiness-unit team spread across the country is no easy task. It becomes a lot easier when the project so clearly solidifies Boeing’s position as an innovative global industry leader. That’s when the feeling that we truly are One Boeing—boldly declaring its leadership in a competitive environment—resounds most strongly.


THE NEXT 100 YEARS OF FLIGHT STARTS HERE

How do you tell the story of the breathtaking journey Boeing has been on—from the birth of commercial aviation to the dawn of a new age in space?

With consistent messaging—anchored by a single sentence that simultaneously looks forward and back.


IDENTITY

How do you create the look and feel for a product destined to become iconic while remaining true to the Boeing brand? With a bold statement to the world—exploring the unlimited potential of our brand, much as we’re exploring the limitless boundaries of space.




EXECUTION

How do you create an immersive, inspiring brand experience for elected officials, Boeing's NASA customer, the media, and other guests? With an exciting array of deliverables—multimedia collateral, building mural, media materials, mementos and an interactive program of events.



QUOTES

  • "We're in the process of celebrating 100 years as a company and if you look back on where aviation was 100 years ago and where it is now, I’m not sure you would have imagined the industry we have today. Commercial space is at that point now." .

    John Elbon, VP & GM, Boeing Space Exploration

  • ‎"I think there’s nothing we do that’s more inspiring to the next generation of scientists and engineers and aerospace workers than the work we do in human spaceflight."

    Dennis Muilenburg, Boeing CEO

  • "Today we're focused on the incredible things that The Boeing Company has done with this former orbiter processing facility, transforming it into a state of the art place where a new American spacecraft will emerge."

    Charlie Bolden, NASA Administrator

  • "I want to thank Boeing for their commitment...today it's exciting to celebrate this new capsule, this new facility."

    Governor Rick Scott, Florida

  • "If these walls could talk what a story they would tell. Now they will tell the story of the next chapter of our space history."

    Bill Nelson, U.S. Senator, Florida

  • "This is a visible sign of what's to come, our path forward."

    Bob Cabana, John F. Kennedy Space Center Director

RESULTS


The process, the concept, and the final deliverables worked as we expected. However, the true success of the project really comes down to the numbers.



Grand Opening Event Recap Video
Boeing's Crew Space Transportation (CST-100) received a new name — CST-100 Starliner — at the grand opening of the Commercial Crew and Cargo Processing Facility at Kennedy Space Center in Florida.
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Roll Call Blog Post
America has traveled to space for more than half a century and now we're bringing manned spaceflight back home.
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beyondearth.com
Boeing: the next 100 years of flight starts here. See Boeing's new home of the CST-100 Starliner.
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Towering Toward Space
Amid a busy launch pad within a site with a celebrated space heritage, a sign of a new era in human spaceflight is climbing upward in the Cape Canaveral skyline.
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Boeing News Now
Boeing's Crew Space Transportation (CST-100) received a new name — CST-100 Starliner — at the grand opening of the Commercial Crew and Cargo Processing Facility at Kennedy Space Center in Florida.
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C3PF Mural Installation Time Lapse
Boeing fashioned a building-sized mural on the high bay of the Commercial Crew and Cargo Processing Facility at NASA's Kennedy Space Center in Florida.
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553

News stories.

488,191

Twitter impressions.

45,000

Video views.

5

VIP guest speakers.

200

Event guests.

56

Minutes of LIVE NASA TV coverage.

300

Panels were installed to create the new 1500 square foot Starliner mural.