Date 19 June 2012 ATHOME AIRLINE For Brand Design By Ng Hui Shan Friday, August 30, 13
Jan 28, 2015
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 |
00
๏ The Business and its USP
๏ Competitors
๏ Target Audience
๏ Objectives
๏ Our Brand
๏ Our Logo and Signature
๏ Our Corporate Identity
• Corporate stationery and three others
๏ Takeaways
2
Friday, August 30, 13
EXTRA MILE.
WE GO THE
3Brand Design |
Friday, August 30, 13
Let’s talk about what I am doing.
The Business
Brand Design |
01
@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
4
Friday, August 30, 13
Let’s talk about what I am doing.
The Business
Brand Design |
01
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
5
Friday, August 30, 13
Let’s talk about what I am doing.
The Business
Brand Design |
01
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
6
Friday, August 30, 13
The pie is not all ours.
Competitors
Brand Design |
02
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
7
Friday, August 30, 13
We practise niche marketing.
Target Audience
Brand Design |
03
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
8
Friday, August 30, 13
THE
EMOTIONALCORPORATE IMAGE
BRANDING:
9Brand Design |
Friday, August 30, 13
It is serious business so we have goals to meet.
Objectives
Brand Design |
04
๏ To convey @home identity
๏ To encourage enquiries and generate sales
๏ To encourage audiences to tell a friend
10
Friday, August 30, 13
How our audiences connect emotionally to @home.
Our Brand
Brand Design |
05
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”
11
Friday, August 30, 13
THE
SIMPLESTFORM OF
IDENTIFICATION
LOGO:
12Brand Design |
Friday, August 30, 13
We need one to be identified, in a memorable way.
Our Logo
Brand Design |
06
๏ 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
13
Friday, August 30, 13
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
We need one to be identified, in a memorable way.
Our Logo06
Friday, August 30, 13
We need one to be identified, in a memorable way.
Our Logo
Brand Design |
06
15
Variations
Friday, August 30, 13
We need one to be identified, in a memorable way.
Our Logo
Brand Design |
06
Typeface
• Whitney type family
• Open, legible and smart font
• Whitney Light for our strapline
• Rage Italic
• Expresses warmth and comfort associated with home
16
Friday, August 30, 13
We need one to be identified, in a memorable way.
Our Logo
Brand Design |
06
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
17
PantoneDS 30-5 C
PantoneDS 316-1 C
Friday, August 30, 13
We need one to be identified, in a memorable way.
Our Logo
Brand Design |
06
Airplane
• Reads “at”
• Association to technology core
• Our outreach everywhere and anywhere, regardless where, you feel at home
• Speech bubble
• Customer-centric
18
Friday, August 30, 13
This is shared through every touchpoint and speaks volumes to our audience.
Our Signature
Brand Design |
07
๏ 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
19
Friday, August 30, 13
THE COMPANY’S
VISUALASPECTS OR
DEVICES
IDENTITY:
20Brand Design |
Friday, August 30, 13
This is more than a logo; it is based around visual devices.
Our Identity
Brand Design |
08
๏ A logo design
๏ Corporate stationery
• Business card
• Letterhead
• Envelope
๏ Check-in counters at Changi Airport
๏ Bottled water label
๏ Boarding pass and sleeve
21
Friday, August 30, 13
This is more than a logo; it is based around visual devices.
Our Identity
Brand Design |
08
Visual devices
• Our signature “at”
• A conversational message inclusive of keyword “at”
• Remindful of air travel through shapes, perforation, images and stock texture
22
Friday, August 30, 13
Brand Design |
Airport runway
• Precision and direction to @home’s visual identity
• Used at opportunity where it adds value to look and feel
23
This is more than a logo; it is based around visual devices.
Our Identity08
Friday, August 30, 13
This is more than a logo; it is based around visual devices.
Our Identity
Brand Design |
Name card
24
Chat with us.
08
Stock choice:190gsm art card
Treatment:Die-cut, perforated
and bound
Friday, August 30, 13
This is more than a logo; it is based around visual devices.
Our Identity
Brand Design |
Name card
25
Chat with us.
08
Friday, August 30, 13
This is more than a logo; it is based around visual devices.
Our Identity
Brand Design |
Letterhead
26
Let’s catch up.
08
Stock choice:Textured paper
Treatment:Die-cut, perforated
and bound
Friday, August 30, 13
This is more than a logo; it is based around visual devices.
Our Identity
Brand Design |
Envelope
27
Let’s catch up.
08
Stock choice:Textured paper
Treatment:Die-cut, folded
and glued
Friday, August 30, 13
This is more than a logo; it is based around visual devices.
Our Identity
Brand Design |
Check-in counters
28
What’s up?
08
Friday, August 30, 13
This is more than a logo; it is based around visual devices.
Our Identity
Brand Design |
Bottled water
29
Water on us.
08
Friday, August 30, 13
This is more than a logo; it is based around visual devices.
Our Identity
Brand Design |
Boarding pass and sleeve
30
Take your seat early.
08
Stock choice:190gsm art card
Treatment:Die-cut and perforated
Friday, August 30, 13
This is more than a logo; it is based around visual devices.
Our Identity
Brand Design |
Boarding pass and sleeve
31
Take your seat early.
08
Stock choice:190gsm art card
Treatment:Die-cut, folded
and glued
Friday, August 30, 13
This is more than a logo; it is based around visual devices.
Our Identity
Brand Design |
Boarding pass and sleeve
32
08
Friday, August 30, 13
Keywords that I hope you can walk away with.
Takeaway
Brand Design |
09
๏ Customer-centric
๏ Web-focused
๏ Functional
33
Friday, August 30, 13
THAT’STHE ENDFor Brand Design By Ng Hui Shan
Date 19 June 2012
Friday, August 30, 13