Project Overview
We were commissioned to create a new positioning, name and visual identity for Airlines PNG, PNG’s 2nd largest airline. The airline had recently changed ownership, and was now locally-owned by PNG shareholders. Since changes and restructuring within the business took place, it was time to present a new face to the world.
Project Commissioner
Project Creator
Team
Sandy Belford
Ed Elias
Hamish Cargill
Simon Wright
Trish Hogan
Martin Colahan
Darren Swain
Christina Stone
Dean Varndell
Hayden Mathys
Vanessa Meaker
Project Brief
The company was genuinely a people’s airline, taking people of PNG to remote parts of the country. The airline had also become an important carrier for businesses in PNG. They truly were a business that was about people connecting people.
Project Innovation/Need
By developing a new, bold identity for PNG Air, we’ve elevated the brand from a price-led brand to one that really stands for something - one the people of PNG can really be proud of.
The new PNG Air identity goes far deeper than a logo and a name, because it symbolises the country, its people and the brand’s promise to be of service to those people.
Design Challenge
After a comprehensive process, we recommended they change their name to PNG Air, which was both easier to use and easier to remember. We created a completely new visual identity, which is based on a pattern of important cultural icons of PNG. This new identity now plays an important part in all new marketing communications, signage and uniforms.
Effectiveness
The feedback from PNG is that this brand has been really well-received since the launch. For a start, the brand has received a lot of extra coverage in the media as a result of their rebrand. In terms of sales results, the newly branded ATR planes are consistently outperforming the fleet of unbranded planes. (We've even been told that more customers are asking to fly on the new planes that have the identity painted on the fuselage!)
Graphic Design - Illustration and Type
This award celebrates creativity and innovation in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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