Gulfstream Aerospace:
From Engineering Marvels to Human Craft
Brand Strategy, Messaging, Scriptwriting, Journalism, Content Strategy, Copywriting
Gulfstream faced a narrative paradox: its reputation as an engineering powerhouse risked overshadowing the human artistry behind its aircraft. While celebrated for technical innovation (Symmetry Flight Deck™, 100% fresh air systems), its communications lacked emotional resonance with high-net-worth clients and failed to spotlight the master craftspeople shaping each jet’s bespoke interiors. Employee morale needed revitalization, and marketing materials leaned heavily on specs rather than the experience of ownership—critical for an audience valuing exclusivity and legacy.
The Solution:
Weaving Humanity into the Machine: A Narrative Architecture for Artisans and Aviators
Mythograph reframed Gulfstream’s story by placing its 4,500+ artisans at the center. We developed a dual-axis strategy: internally, craftspeople profiles in employee newsletters and in-flight magazines honored leathersmiths and woodworkers, tying their expertise to Gulfstream’s “makers of the extraordinary” ethos. Externally, we reimagined the Next Generation G500, G600, and G700 Art Book as a tactile object of desire, pairing aerodynamics data with close-ups of hand-stitched seats and rare wood grains. For jet-setting audiences, ad campaigns juxtaposed technical milestones (“40 world speed records”) with intimate details: “Every rivet placed by hands that also restore Stradivarius violins.”