StormBrands has designed a new identity for global aviation services group Air Partner. The new identity brings together the different services offered by Air Partner under a unifying brand purpose of 'delivering the extraordinary to fly our world.' The digital-first approach is anchored by a graphic language of triangles and celebrates Air Partner's rich heritage in the golden era of aviation.
Through merger and acquisition, Air Partner had grown rapidly, bringing together multiple companies with individual identities, naming structures and cultures including group charter, private jet, freight, air evacuation and safety consulting and training. StormBrands worked closely with the global leadership team at Air Partner to bring all elements of the business together under a single cohesive global employee engagement approach, go-to-market strategy and digital-first brand that would enable more effective customer focus and cross-selling of services along with improved marketing efficiencies.
The creative concept modernizes the Air Partner brand while celebrating its heritage. A new digital-first approach enables extraordinary experiences for customers, with a futureproof design to support continued growth. Anchored by a graphic language of triangles, the identity references birds flying in formation evoking a 'stronger together' ethos of shared customer focus. Visually, the logomark continues the triangular motif uniting an 'A' and 'P' to suggest partnership within a flexible network.
The color palette borrows from the changing narrative of the sky from sunrise to sunset and StormBrands commissioned photography to traverse geographies, time zones and subject matter to capture a world of flight that never sleeps, both on the ground and above it.
"We've united the brand equities from all of Air Partner's services and translated them into a cohesive visual system that showcases its expertise," stated Mark Chatelier, Executive Creative Director at StormBrands. "Bringing together the full range of acquired identities meant we had to go through a complex trademarking review before landing on the final identity for Air Partner."
Photos: Courtesy of StormBrands