Case study: BAE Systems Hawk

Dream job

Context
The Hawk Advanced Jet Trainer (AJT) offers a cost-effective and highly flexible way to train military fighter pilots. Over 25 air forces fly Hawk including the US Air Force, Royal Air Force and the Red Arrows display team. As well as the aircraft, BAE Systems provide on-site trainers and maintenance teams making Hawk the number one jet trainer in the world.

Challenges
→ Pitch rebrand ideas against five creative agencies
→ Craft a jet livery solution that modernises the outdated 1970s aircraft shape
→ Create a contemporary brand and distinctive visual identity
→ Write, design and produce a high-spec brand book and executive summary

Jet livery

Literature

Spread+showing+Hawk+livery+from+Hawk+brand+book+designed+by+Peter+McCabe+freelance+brand+designer+and+creative+director+London
Prepared+for+success+spread+from+Hawk+brand+book+designed+by+Peter+McCabe+freelance+brand+designer+and+creative+director+London
Photos+of+Hawk+aircraft+from+Hawk+brand+book+designed+by+Peter+McCabe+freelance+brand+designer+and+creative+director+London
Prepared+for+versatility+spread+from+Hawk+brand+book+designed+by+Peter+McCabe+freelance+brand+designer+and+creative+director+London
Prepared+for+unrivalled+reliability+spread+from+Hawk+brand+book+designed+by+Peter+McCabe+freelance+brand+designer+and+creative+director+London
Cockpit+spread+from+Hawk+brand+book+designed+by+Peter+McCabe+freelance+brand+designer+and+creative+director+London
Testimonial+2+spread+from+Hawk+brand+book+designed+by+Peter+McCabe+freelance+brand+designer+and+creative+director+London
Hawk+eye+spread+from+Hawk+brand+book+designed+by+Peter+McCabe+freelance+brand+designer+and+creative+director+London
Prepared+with+advanced+simulation+technology+spread+from+Hawk+brand+book+designed+by+Peter+McCabe+freelance+brand+designer+and+creative+director+London
Prepared+for+the+front+line+spread+from+Hawk+brand+book+designed+by+Peter+McCabe+freelance+brand+designer+and+creative+director+London
It+doesn't+get+any+better+than+this+spread+from+Hawk+brand+book+designed+by+Peter+McCabe+freelance+brand+designer+and+creative+director+London
Red+Arrows+testimonial+spread+from+Hawk+brand+book+designed+by+Peter+McCabe+freelance+designer+London
Hawk+bird+silhouetted+against+a+grey+sky+from+Hawk+brand+book+designed+by+Peter+McCabe+freelance+brand+designer+and+creative+director+London
BAE+Systems+Hawk+Executive+Summary+handling+performance+designed+by+Peter+McCabe+freelance+brand+designer+and+creative+director+London
BAE+Systems+Hawk+Executive+Summary+aircraft+systems+designed+by+Peter+McCabe+freelance+brand+designer+and+creative+director+London
BAE+Systems+Hawk+Executive+Summary+sensor+simulation+designed+by+Peter+McCabe+freelance+brand+designer+and+creative+director+London
BAE+Systems+Hawk+Executive+Summary+mission+capability+designed+by+Peter+McCabe+freelance+brand+designer+and+creative+director+London

Airfix model kit

Credits
Client: BAE Systems
Agency: Fathom
Project team: Paul Grogan, Paul Kennedy, Peter McCabe, Carl Regan, Huw Thomas
Collaborators: Ranald Mackechnie, Studio Liddell
My role: Art director, Creative director, Designer, Illustrator

Accolades
Winner → The Drum Roses Award for Corporate Literature

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Peter McCabe
Design & creative direction

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