VISUAL S T R AT EGY GUIDE
TABLE OF CONTENTS
01
02
WHERE WE WERE
WHERE WE ARE GOING
OUR HISTORY HOWARD HUGHES T WA TIMELINE
08 10 14
MISSION STATEMENT OUR REVISION OUR PAST OUR FUTURE OUR AUDIENCES BRAND COMPETITION
18 20 22 24 26 38
06/07
01 WHERE WE WERE _OUR HISTORY _HOWARD HUGHES _T WA TIMELINE
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OUR HISTORY T WA’s corporate histor y dates from the July 16, 1930, forced merger of Transcontinental Air Transport (TAT) and Western Air Express to form Transcontinental & Western Air (T&WA). In 1939, the flying enthusiast, Howard Hughes acquires control of T WA and eventually controlled 78% of T WA in 1941. The airline succeeded during World War II, achieved 40 million miles in flights for the Army. Hughes thrust forward the construction of the Lockheed Constellation commercial airliner, which would become synonymous with the T WA style of elegance and cutting-edge technology. In 1950, T&WA’s corporate name is officially changed its name to Trans World Airlines. In the mid 1950’s T WA began to run into financial difficulties with its creditors as a result of Hughes purchasing aircraft that T WA could not afford to pay for. In 1965, Howard Hughes liquidates his T WA’s share holdings for $546.5 million. By the late 1980’s, T WA was providing transpacific and round the world air ser vices, and acquires Ozark Airlines and had gone from a private air carrier to a public carrier in 1983. However, with the dropping of the economy, this fur ther erosion threatened T WA’s ability to remain viable. In 2001 T WA declared for a third time bankruptcy and agrees to sell most of its assets to American Airlines.
WHERE WE WERE
08/09
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WHERE WE WERE
HOWARD HUGHES BORN
DIED
Howard Robard Hughes Jr.
OCCUPATION
_Founder of The Howard Hughes Corporation
Humble, Texas, U.S.
_Founder of the Hughes Aircraft Company _Founder and benefactor of the Howard Hughes
April 5, 1976 (aged 70)
Medical Institute
en route to Houston, Texas, U.S. NATIONALITY ALMA MATER
_Chairman and CEO of Summa Corporation
December 24, 1905
United States
AWARDS
_Harmon Trophy (1936 and 1938) _Collier Trophy (1938)
_California Institute of Technology
_Congressional Gold Medal (1939)
_Rice University (dropped out in 1924)
_Octave Chanute Award (1940) _National Aviation Hall of Fame (1973)
Howard Hughes was a businessman who achieve in a number of different businesses, including aviations, movies, engineers and hotels. Hughes inherited 75% of the family fortune due to his parents died when he was sixteen years old. In 1930, he spent $3.8 million to make the flying film “Hell’s Angels” which received one Academy Award nomination for Best Cinematography. He pursued his passion for flying, obsessed in building a fast plane to beating the standing world record and established Hughes Aircraft Company in 1932. Hughes set record by completing a flight around the world in just 91 hours in 1939. Moreover, He began work on an experimental military aircraft, and in 1942 he received a contract to design and build the world’s largest
plane, a wooden seaplane, later nicknamed the “Spruce Goose.” It was not completed in time to be used in the war. He also acquired TWA airline and controls for the next 25 years. Hughes was critically injured from plane crash in experimental military plane in 1946, then he began to retreat from the world. He suffered from obsessive compulsive disorder and had a drug problem. Hughes was reported to have died on an airplane that was taking him to hospital. However, Howard Hughes’s lifestyle was a true American success story.
10/11
“DO THE IMPOSSIBLE, BECAUSE ALMOST EVERYONE HAS TOLD ME MY IDEAS ARE MERELY FANTASIES.” —Howard Hughes
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WHERE WE WERE
TWA TIMELINE T WA brand is born when TAT (Transcontinental
T&WA’s corporate
Carl Icahn bought the
Air Transport) and WAE
name is officially
airline operations
(Western Air Express)
changed its name to
from the Trans World
merge to form (T&WA)
Trans World Airlines.
Corporation.
Transcontinental and
T WA introduces new Business Class
first ever in flight
Ambassador Service
audio entertainment,
providing a “whole
providing individual
new way to fly,” and
receivers to pass-
featuring twin seat”
engers to listen
accommodations
to commercial radio
on transcontinental
programs.
routes.
Howard Hughes
T WA became one
acquires control of
of the USA’s first
T&WA and controls
all-jet airlines.
T WA for the next 25 years.
1985
1970
1967 1950
1940
1939 1930
1979
T&WA offers the
1944
Western Air, Inc,
Howard Hughes and
Trans World Corporation
T&WA President
is formed included
Jack Frye pilot a new
Trans World Airlines,
Lockheed 049
Canteen Corporation,
Constellation from
Hilton International,
Burbank, California,
Spartan Food Service and
to Washington, DC,
Century 21 Real Estate.
in 6 hours 57 minutes, setting a new cross country speed record.
14/15
T WA Transforms into the organization to encourage humans
Carl Icahn resigns as
strive for optimal
chairman of T WA.
performance.
However, T WA receives the 1994 J.D. Power
T WA files for Chapter
& Associates award as
11 bankruptcy
the #1 U.S. airline for
protection for a third
customer satisfaction
time and agrees to
on long flights.
sell most of its assets
T WA introduces
to American Airlines.
Trans World First, its new domestic
2001
T WA files for
T WA ceased all
Chapter 11
flight operations
bankruptcy
as an LLC under
protection for
American Airlines.
a second time T WA celebrates its 75th T WA files a petition for reorganization under Chapter 11 of the Federal Bankruptcy Code.
2018
2003
2000 1998
1993
1992
1995
first class service.
Anniversary.
16/17
02 WHERE WE ARE GOING _MISSION STATEMENT _OUR REVISION _OUR PAST _OUR FUTURE _OUR AUDIENCES _BRAND COMPETITION
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WHERE WE ARE GOING
MISSION STATEMENT “OUR MISSION IS TO ENCOURAGE HUMANS STRIVE FOR OPTIMAL PERFORMANCE.”
18/19
THE BRAND SOUL “MAKE THE IMPOSSIBLE POSSIBLE.”
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OUR REVISION BRAND OVERVIEW
The future of T WA is originated from the ambitions of Howard Hughes, due to his lifelong formerly achieve in a number of different business, including aviation, films and hotel. Huges was a man with his penchant in build and accomplish his goal, such as beating the world record for the fastest plane. T WA derive from airline company to be an organization that provides the community in order to share idea and inspires each other. Our organization desire to create and expand the opportunity for people who confront with their life challenge. T WA believes that people will achieve optimal performance when they put 95% effort into what that do.
WHERE WE ARE GOING
20/21
REBRANDING OBJECTIVE
T WA dedicate to provide an effective solution for facilities, such as products, ser vices and experiences that inspire the future of human capability. We will pursue the advanced product that has the highest potential to encourage people confidence. T WA desire to give advice, support and training for our community. Besides ser vices, T WA emphasizes in making positive impact, so our brand will develop an education program that supports personal preference in order to enhance knowledge with unlimited improvement. Our purpose is to encourage people to live with confidence and aspire the achievement in life.
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OUR PAST LOOK The grid represents the tone and mood for the old T WA look. These pictures show what our brand used to be in early 20’s. The key visuals represent calm, optimism, velocity and vintage tyle.
WHERE WE ARE GOING
22/23
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OUR FUTURE LOOK These pictures represent the compelling look of the future T WA. Our new direction is to encourage humans strive for optimal performance. We decide to show the look of strength, hybrid, dynamic, confidenct and powerful in order to inspire people to achieve the challenge in their life.
WHERE WE ARE GOING
24/25
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OUR AUDIENCES
WHERE WE ARE GOING
ACHET YPES The future of T WA desire to improve people’s performance, so we focus on encouraging people who confront with the major challenge in order to make them more achievable. This is the important part that helps them overcome the obstacle according to the future direction of T WA.
01
NICOLE HALL THE RUNNER
30 years old
New York
_Nicole is an athletic. _She ran her first official race at the age of 16. _She got the bronze medal in running 100 meters from last Olympic game at Rio. _Her dream is getting the gold medal for running 100 meters in next Olympic. _She is often nervous when she is on the running track. _She is a person who listen to her weak point and ready to improve her skills. _If she quit running, she plans to be a coach for a college student.
26/27
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V ISUA L S T R AT EGY GUIDE
RAJ SHARMA
THE NERD ACCOUNTANT 17 years old
Massachusetts
_Raj is a student who obsesses in mathematics. _His parents try to lead him to study in medical because they are a doctor. _He wants to be an account, but he afraid of his parents will disappoint in him. _Raj often getting teased and bullied at school, because he looks like a nerd. _He doesn’t like to join social whether it’s school event or family party. _His favorite hobby is coding due to he trying to create an own website. _He likes to separate himself to the library in order to seek more information about programming.
WHERE WE ARE GOING
28/29
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V ISUA L S T R AT EGY GUIDE
CINDI SUI
THE SOLO ARTIST 34 years old
Oregon
_Cindi is an Asian artist who began to paint since she was 9 years old. _Her favorite style of painting is surrealism because she feels comfortable to concentrate more than landscape and portrait painting. _She moved from China to Oregon because she wanted to study the culture of American painting. _She is an introvert person who likes to keep herself in his studio all day all night. _Her closed friend suggests her to sell his paint, but she thinks that it’s not good enough to sell it. _Cindi dreams of owning a gallery to expand Chinese culture for everyone.
WHERE WE ARE GOING
30/31
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V ISUA L S T R AT EGY GUIDE
JACOB GREEN THE TOUGH SOLDIER 45 years old
Virginia
_Jacob is a soldier who lost one leg while patrolling in Afghanistan. _He has been doing educated in the military because he think that education is important for life. _He interested in Harley motorcycle since he was a teenager. _He dreams of traveling around the world with his wife. _Sometimes he discourages in his life because it’s hard to go anywhere that he wants. _Jacob always go to the gym because he wants to make himself look good.
WHERE WE ARE GOING
32/33
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RYAN PARKER
THE INNOVATIVE OBSESSION 26 years old
California
_Ryan graduated in bachelor Industrial Design from California College of the Arts, California. _His parent wants him to be a doctor, but he refuses to follow and study in his own path. _He is an energetic person who can work twenty-four hours a day. _He is an extraordinary in research and observes about function machine. _Ryan dreams of being the winner of Red Dot Award in terms of product innovation. _After school, he was employed at a car repair garage because he wants to make money to support his equipment. _He plans to study in the school of engineering for Master degree.
WHERE WE ARE GOING
34/35
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MICHAEL JONES
THE OVERCONFIDENT BUSINESSMAN 52 years old
Pennsylvania
_Michael is industrialist and engineer currently live in Pennsylvania. _He is freed from control by his parents at age 18 due to a car accident which causes his personality has self-confidence at present. _He divorces with his wife according to workaholic in his company. _He has only one child and hopes that his son will inherit his fortune _Michael has diabetes because he often eat late night and lack of enough rest _He easily gets mad if employees in the office try to argue with him. _�Lives hard and go fast,� Michael said.
WHERE WE ARE GOING
36/37
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BRAND COMPETITION
WHERE WE ARE GOING
CURRENT COMPETITORS All of the current competitors are airline company which has a similar service to T WA. They are on the cutting edge of aviation technology.
PAN AMERICAN WORLD AIRWAYS
NORTHWEST AIRLINES
Pan Am, was the principal and largest international air carrier
Northwest Airlines was a major United States airline founded in
in the United States from 1927 until 1991. The airline became
1926 and absorbed into Delta Air Lines, Inc. Prior to its merger
a major company credited with many innovations.
with Delta, Northwest was the US’s sixth largest airline in terms of domestic passenger miles flown.
AMERICAN AIRLINES
UNITED AIRLINES
American Airlines is a major American airline headquartered in
United Airlines is an American airline headquartered in
Fort Worth, Texas. It is the world’s largest airline when measured
Chicago, Illinois. It is the world’s third-largest airline when
by fleet size, revenue, scheduled passenger-kilometres flown,
measured by revenue. United operates a large domestic
and number of destinations served.
and international route network, with an extensive presence in the Asia-Pacific region.
38/39
AMR CORPORATION
EASTERN AIR LINES
AMR Corporation was a commercial aviation business and
Eastern Air Lines was a major American airline from 1926
airline holding company based in Fort Worth, Texas, which
to 1991. Eastern was one of the “Big Four” domestic
was the parent company of American Airlines, American
airlines created by the Spoils Conferences of 1930, and was
Eagle Airlines, AmericanConnection and Executive Airlines.
headed by World War I flying ace Eddie Rickenbacker in its early years.
HAWAIIAN AIRLINES
EMIRATES AIRLINE
Hawaiian Airlines is the largest airline in Hawaii. It is the 8th
Emirates Airline is the largest airline in the Middle East.
largest commercial airline in the US, and is based in Honolulu,
Emirates is the world’s fourth largest airline by scheduled
Hawaii. Hawaiian is the oldest US carrier that has never had
revenue passenger-kilometers flown, the fourth-largest
a fatal accident or a hull loss throughout its history.
in terms of international passengers carried,[8] and the second-largest in terms of freight tonne kilometers flown.
CATHAY PACIFIC
SOUTHWEST AIRLINES
Cathay Pacific is the world’s tenth largest airline measured
Southwest Airlines is a major U.S. airline, the world’s largest
in terms of sales, and fourteenth largest measured in terms
low-cost carrier, headquartered in Dallas, Texas. In 2016,
of market capitalisation. The airline made the world’s first non
Southwest is the largest operator of the Boeing 737 worldwide,
stop transpolar flight flying over the North Pole in July 1998
with over 700 in service, each averaging six flights per day.
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BRAND COMPETITION
WHERE WE ARE GOING
ADJACENT COMPETITORS The adjacent competitors relate to experience, service, solution, which T WA will use their approach to accelerate expanding opportunity.
LIFE COACH SPOT TER
MAKER MEDIA
Life Coach Spotter intends to create the best resource center
Maker Media serves a growing community of Makers who bring
in the world for anyone who wants to learn about life coaching.
a DIY mindset to technology. They are creative, resourceful and curious, developing projects that demonstrate how they can interact with the world around them.
TECHSHOP
SONY
TechShop is a creative community that provides access to
Sony itself create a unique new culture and experiences that
instruction, tools, software, and space in order to engage
inspire and fulfills the joy of Life.
people in the act of making.
40/41
AIG
GNC
AIG create a safer, stronger future in order to help clients
GNC is the leader of nutritional supplement industry that
achieve more as our world evolves. Also deliver insights that
devoted exclusively to helping its customers improve
help a wide range of industries around the world prevent
the quality of their lives. GNC takes pride in their rigorous
losses and achieve better outcomes.
approach to ensuring quality.
SOULPANCAKE
THE NORTH FACE
SoulPancake is the world’s most recognized positive and
Provide the best gear for our athletes and the modern
inspiring media and entertainment company. They create
day explorer, support the preservation of the outdoors,
smart, uplifting, meaningful, shareable content targeted
and inspire a global movement of exploration.
to the Optimistic Millennial.
SKILLSOFT
NATIONAL HEALTH COUNCIL
Skillsoft is leading global provider of high-quality, innovative,
NHC brings together diverse stakeholders within the
cloud-based learning and performance support resources.
health community to work for health care that meets the personal needs and goals of people with chronic diseases and disabilities.
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BRAND COMPETITION
WHERE WE ARE GOING
ASPIRATIONAL COMPETITORS After rebranding, T WA has more potential to compete with the future competitive. T WA will be the leader of self empowerment organization that builds the confidence and improve people’s life to achieve their goals.
99U
ADOBE
99U want to empower people to make good on the ones
Adobe is changing the world through digital experiences.
they’ve got. They provide the missing curriculum for building
Their creative, marketing and document solutions empower
an incredible creative career.
everyone. They bring digital creations to life and deliver them to the right person at the right moment for the best results.
ROCKETHUB
OPRAH.COM
RocketHub is the world’s leading social network for
Oprah.com is a destination site for self-empowerment and
entrepreneurs. They offer the achievers of the world
self improvement, providing people with the tools they need
networking, funding and growth opportunities.
to live their best lives.
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HUMANIT Y+
MICROSOFT
HumanityPlus is a non-profit educational organization that has
Microsoft brings the power of technology to improve
contributed to advancing the public knowledge of how science and
people’s lives. Their mission is to empower every person
technology can and will affect our human future.
and every organization on the planet to achieve more.
MEDSTARTR
LOCKHEED MARTIN CORPORATION
MedStartr is a crowdfunding platform designed specifically
Lockheed Martin Corporation is engineering a better
or healthcare. They help Startups to enable great companies
tomorrow by pushing the boundaries of scientific discovery.
to become even greater through innovation driven by crowd sourcing and crowd funding.
MIT MEDIA LAB
CREATE ORTHOTICS & PROSTHETICS
MIT Media lab expanded research in product designers,
Create O&P is a leading medical technology company that’s
nanotechnologists, data-visualization experts, industry
revolutionizing the Orthotic & Prosthetic industry.
researchers, and pioneers of computer interfaces work side by side to invent and reinvent.
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PHOTO SOURCES P. 06 pinterest.com P. 09 united-states-lines.org P. 11
brookstonbeerbulletin.com
P. 12 history.com P. 16 kalorias.com P. 20 vknagrani.com P. 22
carronevintage.blogspot.com
destinyman.com behance.net/BvandenBreemer pexel.com stockarch.com texturez.com P. 24
littlegatepublishing.com
wallpaper-gallery.net wongnai.com lintukuvia.blogspot.com shapeplatform.eu zaha-hadid.com P. 27 veritasathlete.com P. 29
slkcollege.in
P. 31
depositphotos.com
P. 33 army.mil P. 35 BET.com P. 37 bonline.com
PHOTO SOURCES
A digital version of this Visual Strategy Guide book is available online at optimalstrive.com
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