Air New Zealand
In 2013, Air New Zealand embarked on a major international rebrand to refresh its image, sustain worldwide growth and strengthen its pacific roots with a bold and distinctive identity. This was an intensive and highly coordinated project, requiring sweeping changes to the Master Brand, but also significant updates at the level of its numerous other Business Units (Engineering & Training) and Ancilliary Services (Loyalty Programmes and Retail).
Between 2011 and 2014, Nigel Reyes was a key member of the Marketing & Brand Communications Team at Air New Zealand, and its Flight Crew Training Center, the Aviation Institute (based in Auckland & Christchurch).
Directly contributing to the management, development and deployment of the new branding, the project involved working with external design agencies as well as highly involving the valuable internal talent within the airline.
Liberating Air Travel
At the heart of the rebranding was a clear objective to provide travellers with a truly liberating experience - free of any of the traditional complexities of airline travel. This meant refreshing the brand internally and externally across every touchpoint.
A comprehensive approach
After an extensive consulting period across the entire business, each business unit and transaction interface was rebranded for consistency and maximum impact. From loyalty schemes to in-flight entertainment and from online booking experiences to physical assets such as hire-cars. The Air New Zealand Brand was designed to be relevant, adaptable and omnipresent.
During the discovery and development phases, a secretive "hangar" workspace was created in which cosmetic changes as well as the more complex industrial design proposals were explored in depth. This allowed concepts to be reworked and refined with a rarely seen "hands-on" and totally immersive approach to branding.
This is our new brand...
In Q3 2014, with a rejuvenated fleet and a robust, overhauled branding, Air New Zealand bounced back triumphantly to financial success. As the national airline, and a key ambassador for the country, the airline regained its iconic status, infusing the brand with a uniqueness which has carried it well into the next decade.
International Awards earned
Branding Team members
Air New Zealand
Client: Air New Zealand
Agency: Designworks (Auckland) & Nigel Reyes (Air New Zealand) & Air New Zealand (Branding)
©2014 Designworks & Air New Zealand
© Agency-R 2020
© 2020 Case Study: Nigel Reyes (Agency-R)
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