Delivering an International rebrand for 22 offices
The Brief
Evolution, not revolution. The Air Charter Service brand was well-established but had become outdated and increasingly impractical to use. In my role as Head of Marketing for the group, I proposed a rebrand that carefully balanced respect for the existing logo with the need for modernization. I developed a comprehensive plan to navigate the sensitivities surrounding the current brand identity and successfully roll out the rebrand across 22 countries.
The Plan
To consult with a brand specialist who would evolve the current logo, conduct a competitor analysis, and provide a clear rationale for the new brand direction. Once the creative direction was agreed upon, we conducted a comprehensive review of every area where the brand was utilised across the business. This included sales and accounts documentation, IT systems, signage, contracts, and all aspects of marketing to ensure a consistent and effective implementation throughout the organisation.
The Results
All 22 offices were successfully rebranded on the same day, with each location hosting its own launch party organised by the marketing team. The new brand was well received internationally, uniting the entire company under a refreshed identity. To ensure a smooth and sustainable transition, the marketing team also provided recycling bins to collect and dispose of old branded materials, making the switch both effortless and environmentally friendly
