When a brand is as much a luxury to some customers as it is a business imperative to others, its brand image must be nimbly presented. We analyzed its diverse audiences, from the Ultra-High Net Worth shareowners to corporate clients, and from regulators to its own, far-flung staff. Consistent in form yet with subtle shifts in tone and manner appropriate for each unique conversation, the re-envisioned brand said one thing above all others: unchallenged industry leader.
ANY LOGO FOR THIS PRIVATE AVIATION LEADER SHOULD RESOUND WITH FORWARD MOTION. BUT THE EXPLORATION WENT WELL BEYOND, TO IMBUE THE MARK WITH MODERNITY, LUXURY AND SLEEKNESS. THE BRANDED COLOR SYSTEM WAS INFORMED BY THE EXPERIENCE OF FLYING ITSELF, WITH A TOUCH OF AVIATION HISTORY FOR GOOD MEASURE (AND LASTING LEGACY).
A 360º REVIEW OF THE ON-BOARD EXPERIENCE WAS ESSENTIAL TO THE BRAND EVOLUTION. WITH SPACE AT A PREMIUM AND AVIATION REGULATIONS LOOMING LARGE, THE PROCESS BEGAN WITH MEASURING EVERY STORAGE AREA ON ALL NINE JET BODIES IN THE FLEET, TO DETERMINE WHERE ALL THOSE AMENITIES COULD ACTUALLY SAFELY BE STORED, AND READILY ACCESSED. THE SNACK PROGRAM WAS DESIGNED TO STORE EASILY AND RETAIN FRESHNESS, EVEN IN WILDLY VARYING TEMPERATURE CONDITIONS. ZOOM!