Brand Design Presentation: @home Airline

Date 19 June 2012

ATHOME AIRLINEFor Brand Design By Ng Hui Shan

Friday, August 30, 13

So you know when to break for toilet.

Agenda

Brand Design |

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๏ The Business and its USP

๏ Competitors

๏ Target Audience

๏ Objectives

๏ Our Brand

๏ Our Logo and Signature

๏ Our Corporate Identity

• Corporate stationery and three others

๏ Takeaways

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EXTRA MILE.

WE GO THE

3Brand Design |


Let’s talk about what I am doing.

The Business

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@home by athome Private Limited

• Increasing number of business or frequent travellers

• Cut costs due to economic slowdown

• Operate flights on medium to long-haul routes to China and Hong Kong

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The Business

Brand Design |

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Brand positioning (USP)

• Full-fledged customer service

• Flight attendants call the guests by name

• 9" touch screen with qwerty keyboard

• Power outlets, USB, ethernet jacks per seat

• Live seat-to-seat chat messaging

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The Business

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Business model

• Traditional mass media is not effective

• 70% of marketing budget spent on-line on social media or blogs

• Heavy use of web-based transactions to minimise unnecessary costs

• Combined cost savings reinvested in what is visible to our guests

• Premium in-flight facilities and affordable tickets

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The pie is not all ours.

Competitors

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Air Asia Berhad (1993)

• Operates domestic and international flights to >400 destinations

Jetstar Airways (2003)

• Extensive domestic network in Australia, regional and international services

Tiger Airways Singapore (2005)

• Portfolio of profitable routes throughout Asia and Australasia

Scoot (2011)

• For the young, service with personality

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We practise niche marketing.

Target Audience

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Primary

• Self-managed business or frequent travellers

• Aged 28 to 40 working adults

• Demanding, budget conscious, mobile

Secondary

• Leisure travellers

• Aged 21 to 50, middle-income level of at least S$2,500

• Budget-conscious

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THE

EMOTIONALCORPORATE IMAGE

BRANDING:

9Brand Design |


It is serious business so we have goals to meet.

Objectives

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๏ To convey @home identity

๏ To encourage enquiries and generate sales

๏ To encourage audiences to tell a friend

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How our audiences connect emotionally to @home.

Our Brand

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Brand philosophy

• Founded on 2011 as low-cost long distance travel alternative

• Fuss-free and personal customer service

• At the core is technology

• Seamless web portal

• In-flight work gadgets

• So convenient that guests feel at home

• Functional and web-focused

• Spirit of @home captured by “at”

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THE

SIMPLESTFORM OF

IDENTIFICATION

LOGO:

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We need one to be identified, in a memorable way.

Our Logo

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๏ Conducted mini poll with audiences

๏ Representational

๏ Treated signature as simplified airplane and logotype “home”

๏ Brown tones and logotype in script

• Focus on service and people

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Brand Design | 14

2.5 h

h

Form and structure

• Basic module for proportions: width and height of letter “h”

• Airplane crafted with simple shapes: circles and triangles


Our Logo06



Our Logo

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Variations



Our Logo

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Typeface

• Whitney type family

• Open, legible and smart font

• Whitney Light for our strapline

• Rage Italic

• Expresses warmth and comfort associated with home

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Our Logo

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Colours

• Our personality - reliability, quality service, fuss-free and comfort

• Core brand colour palette: brown tones and white

• Associated with home, earth and security

• Pantone DS 316-1 C and white act as alternative base colours

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PantoneDS 30-5 C

PantoneDS 316-1 C



Our Logo

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Airplane

• Reads “at”

• Association to technology core

• Our outreach everywhere and anywhere, regardless where, you feel at home

• Speech bubble

• Customer-centric

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This is shared through every touchpoint and speaks volumes to our audience.

Our Signature

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๏ Distinguishable part of @home brand

๏ Inspired by map marker made familiar by Google Maps

• Emphasises web-focused formula

๏ Adaptable

• Around which other business identities can be built

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THE COMPANY’S

VISUALASPECTS OR

DEVICES

IDENTITY:

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This is more than a logo; it is based around visual devices.

Our Identity

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๏ A logo design

๏ Corporate stationery

• Business card

• Letterhead

• Envelope

๏ Check-in counters at Changi Airport

๏ Bottled water label

๏ Boarding pass and sleeve

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Our Identity

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Visual devices

• Our signature “at”

• A conversational message inclusive of keyword “at”

• Remindful of air travel through shapes, perforation, images and stock texture

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Brand Design |

Airport runway

• Precision and direction to @home’s visual identity

• Used at opportunity where it adds value to look and feel

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Our Identity08



Our Identity

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Name card

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Chat with us.

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Stock choice:190gsm art card

Treatment:Die-cut, perforated

and bound



Our Identity

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Name card

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Chat with us.

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Our Identity

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Letterhead

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Let’s catch up.

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Stock choice:Textured paper

Treatment:Die-cut, perforated

and bound



Our Identity

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Envelope

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Let’s catch up.

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Stock choice:Textured paper

Treatment:Die-cut, folded

and glued



Our Identity

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Check-in counters

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What’s up?

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Our Identity

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Bottled water

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Water on us.

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Our Identity

Brand Design |

Boarding pass and sleeve

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Take your seat early.

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Treatment:Die-cut and perforated



Our Identity

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Take your seat early.

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Treatment:Die-cut, folded

and glued



Our Identity

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Keywords that I hope you can walk away with.

Takeaway

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๏ Customer-centric

๏ Web-focused

๏ Functional

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THAT’STHE ENDFor Brand Design By Ng Hui Shan

Date 19 June 2012


Brand Design Presentation: @home Airline

Design

Transcript of Brand Design Presentation: @home Airline