2012-2016
CLIENT/
Cathay Pacific Engineering,
E3
/ Global Cathay Pacific & Dragonair Staff
BRANDING /
GRAPHIC DESIGN /
LOGO DESIGN /
WEBSITE UI & UX DESIGN /
WEBSITE PROGRAMMING /
TOOLKIT & PRESENTATION DESIGN /
INFOGRAPHIC DESIGN /
GLOBAL GUIDELINES /
IMPACT/
One of the key measures in aviation industry, On Time Performance (OTP) has been improved since the campaign launched.

In the department of 400+ highly skilled aircraft engineers, there were some challenges around clarity, connection and recognition. Conversations focused on problems, not solutions. People didn't understand departmental success measures and alignment to performance management. Employee engagement and morale wasn't at its highest. Collaboration and connection across the different sections wasn't optimal.


We needed to draw a line on the past and mark the new normal. We needed to shift the culture from people not speaking up, to giving people permission to re-think how things are done. We needed to redefine what success meant for the department and be transparent over success measures. And we needed to rally everyone to start engaging positively around the future of the department.

We created the "20/20 Vision" identity for the Engineers and over the course of two years, we implemented different material for this campaign, such as Strategy on a Page, Balanced Scorecard, Competency Framework, SharePoint Intranet...

We used the Cathay brand red and green colours as the theme colour, together with the bold text and statement. We wanted to shout out loud to the engineers that it's time for a change. We also used engineer's language to speak to them, our deliverables are designed as aircraft blueprint, boarding tickets, paper airplane leaflet and scorecard tables... in order to capture their attention and let them easier to understand.


Cathay Pacific Engineering
20/20 Vision Campaign/