BAE Systems

Dream
job

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

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

My role:
→ Art direction
→ Creative direction
→ Design direction
→ Illustration

Jet livery

BAE+Systems+Hawk+aircraft+livery+designed+by+Peter+McCabe+London+based+freelance+designer+and+creative+director
BAE+Systems+Hawk+aircraft+livery+designed+by+Peter+McCabe+London+based+freelance+designer+and+creative+director
BAE+Systems+Hawk+aircraft+livery+designed+by+Peter+McCabe+London+based+freelance+designer+and+creative+director
BAE+Systems+Hawk+aircraft+livery+designed+by+Peter+McCabe+London+based+freelance+designer+and+creative+director
BAE+Systems+Hawk+airfix+model+kit+designed+by+Peter+McCabe+London+based+freelance+designer+and+creative+director

Literature: brand book

BAE+Systems+Hawk+Brand+Book+designed+by+Peter+McCabe+London+based+freelance+designer+and+creative+director
BAE Systems
BAE Systems
BAE Systems
BAE Systems
BAE Systems
BAE Systems
BAE Systems
BAE Systems
BAE Systems
BAE Systems
BAE Systems
Red+Arrows+testimonial+spread+from+Hawk+brand+book+designed+by+Peter+McCabe+London+based+freelance+designer+and+creative+director
BAE Systems

Literature: technical specification

BAE+Systems+Hawk+Executive+Summary+designed+by+Peter+McCabe+London+based+freelance+designer+and+creative+director
BAE+Systems+Hawk+Executive+Summary+handling+performance+designed+by+Peter+McCabe+London+based+freelance+designer+and+creative+director
BAE+Systems+Hawk+Executive+Summary+aircraft+systems+designed+by+Peter+McCabe+London+based+freelance+designer+and+creative+director
BAE+Systems+Hawk+Executive+Summary+sensor+simulation+designed+by+Peter+McCabe+London+based+freelance+designer+and+creative+director
BAE+Systems+Hawk+Executive+Summary+mission+capability+designed+by+Peter+McCabe+London+based+freelance+designer+and+creative+director

Airfix model kit

BAE+Systems+Hawk+airfix+model+kit+designed+by+Peter+McCabe+London+based+freelance+designer+and+creative+director

Credits
Client: BAE Systems
Agency: Fathom
Project team: Paul Grogan, Paul Kennedy, Peter McCabe, Carl Regan, Huw Thomas
Creative collaborators: Ranald Mackechnie, Studio Liddell

 

Accolades
Winner → The Drum Roses Award for Corporate Literature

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