Build employee moral and recognize the importance of individual contributions across all company disciplines.

Create messaging that would post in the many diverse working environments of the Beechcraft aircraft plant and offices. The creative team felt that a fresh visual metaphor symbolizing team work would cut through the clutter of typical in-plant communications. This took the form of a visual that included a collection of tools specific to the manufacture of aircraft, along with common office equipment and supplies. These elements combined to create an aircraft shape that symbolized the combined efforts needed to build a quality aircraft.

The concept resonated with the Beechcraft workforce from the very beginning. In preproduction, several Beechcraft employees were intrigued and got involved in the selection of tools used in the aircraft shape. During photography, employees passing by the shoot voiced their approval. After the initial posting, management was inundated with requests from employees who wanted copies of their own.