Strategic CMF & Brand Experience

Strategic CMF for Aviation and Advanced Mobility

Translating brand ambition into certifiable, supplier-ready and industrially credible cabin experiences across commercial aviation, private aviation and next-generation mobility.

Premium leather and wood material junction showcasing CMF craftsmanship
What I Deliver

Three Core Service Pillars

01

CMF Design Strategy

Bespoke material curation and sensory identity. I define the colour, material and finish strategy that expresses your identity across every touchpoint, from concept narrative to certifiable specification logic.

  • CMF vision deck with narrative, principles and key touchpoints
  • Palette architecture with hierarchical material and finish logic
  • Signature moments across junctions, stitching, embossing and tactility
  • Brand coherence across cabin zones and lifecycle phases
02

CMF Industrialisation & Quality Control

Supplier-ready execution. I bridge design intent and production reality by structuring finish standards, sample governance loops and feasibility alignment across weight, cost, certification and supply chain constraints.

  • Finish standards and master sample logic with variation limits
  • Sample approval loops across suppliers, design and engineering
  • Risk and feasibility mapping across weight, cost and durability
  • Handover specifications for OEM, Tier-1 and completion partners
03

Technical Advisory

Strategic technical oversight and risk mitigation. I focus on serviceability, longevity, traceability and procurement logic so that premium intent remains measurable, defensible and executable.

  • Material provenance and compliance-ready documentation logic
  • Serviceable luxury principles for high-wear touchpoints
  • Specification discipline to stabilise lead times and variation
  • Audit-ready documentation for governance and resale confidence
Core Competencies

Where Strategy Meets Execution

Airlines & OEMs

12+ years across Airbus A320, A330 and A350 programmes, plus eVTOL development at Lilium. CMF governance, option logic, customer-facing differentiation and brand-to-cabin translation in regulated product environments.

Private Aviation

Advisory support for family offices, completion centres and private aviation stakeholders. Discreet specification with attention to provenance, operational serviceability and long-term value preservation.

Cross-Functional Leadership

Alignment across design, engineering, procurement, certification, suppliers and commercial stakeholders. I translate customer ambition into industrial boundaries and coherent execution frameworks.

Selected Work

Documents That Explain the Work Clearly

A concise set of documents illustrating advisory approach, programme experience and visual CMF thinking. The sequence is intentional: first the strongest programme evidence, then the advisory framing, then the broader portfolio.

Cover thumbnail of Selected Relevant Programmes PDF
Primary Document

Selected Relevant Programmes

The clearest proof of programme-level seniority. This document shows how brand intent, CMF direction, customisation logic and industrial feasibility have been aligned across Airbus and Lilium contexts.

Airbus Lilium Customisation Industrial Readiness
View Document
Cover thumbnail of Strategic CMF Brand Experience Overview PDF
Advisory Framing

Strategic CMF Advisory Overview

A concise introduction to my consulting model, engagement logic and value proposition for aviation and advanced mobility programmes.

View Presentation
Thumbnail of portfolio PDF
Visual Portfolio

CMF & Interior Design Portfolio

Selected design work showing visual language, material storytelling and broader CMF exploration across cabin and mobility contexts.

View Portfolio
Engagement Models

How We Work Together

Strategic Alignment

2-Week Diagnostic

Rapid assessment of current CMF architecture, supplier readiness, customisation logic and perceived quality risks. Deliverables include priority opportunities, risk mapping and a focused action plan aligned with programme timing.

CMF material boards and palette development
Conceptual Architecture

4-6 Week Intensive

Full CMF strategy development from brand brief to supplier-ready framing. Deliverables may include a CMF vision deck, palette architecture, sample governance logic, signature touchpoints and feasibility validation with engineering and procurement.

Aircraft cabin specification and technical documentation
Realisation & Oversight

Ongoing Advisory

Continuous CMF governance throughout development and validation. Regular reviews can cover supplier approvals, quality alignment, customer configurations, issue resolution and industrialisation readiness.

Premium material samples and CMF detailing
Illustrative Engagement Examples

From Brand Intent to Certifiable Reality

These examples draw on real programme experience at Airbus and Lilium. They illustrate the type of strategic problems I engage with and how I approach them. The document section above provides the full programme evidence.

Aircraft cabin interior showcasing premium CMF branding

Regional Airline Cabin Branding

Challenge

From Airbus programme experience. Translate cultural narrative into differentiated CMF across cabin touchpoints while preserving industrial discipline, certification boundaries and long-term consistency across fleet applications.

Approach
  • Developed CMF direction from brand heritage and regional identity themes
  • Structured palette architecture with signature detailing logic
  • Defined sample alignment loops with suppliers and stakeholders
Outcome
  • Repeatable CMF logic across programme applications
  • Clearer differentiation without losing industrial credibility
eVTOL cabin interior design with material detailing

eVTOL CMF Architecture

Challenge

From Lilium programme experience. Build CMF strategy and customisation logic for next-generation mobility under extreme weight, certification and supplier maturity constraints.

Approach
  • Established hierarchy aligned with brand positioning and programme targets
  • Aligned supplier inputs across textiles, coatings and cabin components
  • Implemented quality and feasibility loops to reduce convergence risk
Outcome
  • More credible option logic between ambition and feasibility
  • Stronger protection of perceived quality through programme development
Luxury material palette for private aviation advisory

Private Aviation Specification Advisory

Challenge

Illustrative engagement scenario. Define a premium and durable material direction that supports long-term value, deliverability and maintenance logic for a highly customised private cabin environment.

Approach
  • Curated specification logic with attention to provenance and wear behaviour
  • Prioritised serviceable luxury across high-touch elements
  • Aligned aspirations with delivery and maintenance constraints
Outcome
  • Stronger balance between luxury intent and operational realism
  • More robust basis for premium decision-making and continuity
Background

12+ Years Translating Vision into Industrial Reality

I help airlines, OEMs and mobility teams define and industrialise CMF strategies that are brand-coherent, certifiable and supplier-ready. My focus sits at the intersection of premium perceived quality, execution certainty and practical lifecycle thinking.

At Airbus, I contributed to cabin branding definition and CMF customisation across A320, A330 and A350 families. At Lilium, I helped structure the CMF strategy and cabin product offer for an eVTOL programme from early concept through supplier-facing development logic.

Based in Hannover, Germany. Available internationally for focused advisory engagements, on-site workshops and programme reviews.

Core Experience
Airbus · Lilium · Cabin CMF · Brand Experience · Customisation
Focus Areas
Strategic CMF · Industrial Readiness · Supplier Alignment · Perceived Quality
Education
BA Interior Architecture · Master in Graphic Design & Advertisement Production
Languages
Spanish · English · French · Portuguese
Jorge de Luis reviewing CMF material samples
Let's Discuss Your Vision

Request a Private Consultation

Whether you are defining a new cabin offer, sharpening a premium customisation logic or aligning material decisions with programme reality, I can help identify the highest-impact CMF opportunities.

Discuss Your Vision