Boeing engaged Golden Arm to develop brand positioning and create a campaign to reinvigorate the 777 Brand. The 777 is the most successful wide-body aeroplane in history and its replacement, the 777X, was being launched at the time. We were tasked with repositioning the legacy aeroplane and the newer models together and creating a multichannel campaign to reflect the strategy. To first gain insight into the aviation industry, we organised a series of in-depth interviews and workshops with key executives and engineers. The knowledge led us to a strategic perspective on tone-of-voice, key messaging, product positioning, brand attributes and campaign. Key deliverables were a complete Brand Book and a series of videos for both the general public on the web to support sales organisations in a B2B environment. More importantly, in collaboration with Golden Arm, and through a series of workshops, Boeing aligned stakeholders under one coherent purpose, mission and message. The cornerstone of the project was creating a definitive Brand Book that synthesised the Brand Strategy and messaging and outlined a vision for the overall brand.