Download - Brand Design Presentation: @home Airline
![Page 1: Brand Design Presentation: @home Airline](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c7e2d14a795999488b4695/html5/thumbnails/1.jpg)
Date 19 June 2012
ATHOME AIRLINEFor Brand Design By Ng Hui Shan
Friday, August 30, 13
![Page 2: Brand Design Presentation: @home Airline](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c7e2d14a795999488b4695/html5/thumbnails/2.jpg)
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
![Page 3: Brand Design Presentation: @home Airline](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c7e2d14a795999488b4695/html5/thumbnails/3.jpg)
EXTRA MILE.
WE GO THE
3Brand Design |
Friday, August 30, 13
![Page 4: Brand Design Presentation: @home Airline](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c7e2d14a795999488b4695/html5/thumbnails/4.jpg)
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
![Page 5: Brand Design Presentation: @home Airline](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c7e2d14a795999488b4695/html5/thumbnails/5.jpg)
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
![Page 6: Brand Design Presentation: @home Airline](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c7e2d14a795999488b4695/html5/thumbnails/6.jpg)
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
![Page 7: Brand Design Presentation: @home Airline](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c7e2d14a795999488b4695/html5/thumbnails/7.jpg)
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
![Page 8: Brand Design Presentation: @home Airline](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c7e2d14a795999488b4695/html5/thumbnails/8.jpg)
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
![Page 9: Brand Design Presentation: @home Airline](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c7e2d14a795999488b4695/html5/thumbnails/9.jpg)
THE
EMOTIONALCORPORATE IMAGE
BRANDING:
9Brand Design |
Friday, August 30, 13
![Page 10: Brand Design Presentation: @home Airline](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c7e2d14a795999488b4695/html5/thumbnails/10.jpg)
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
![Page 11: Brand Design Presentation: @home Airline](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c7e2d14a795999488b4695/html5/thumbnails/11.jpg)
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
![Page 12: Brand Design Presentation: @home Airline](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c7e2d14a795999488b4695/html5/thumbnails/12.jpg)
THE
SIMPLESTFORM OF
IDENTIFICATION
LOGO:
12Brand Design |
Friday, August 30, 13
![Page 13: Brand Design Presentation: @home Airline](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c7e2d14a795999488b4695/html5/thumbnails/13.jpg)
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
![Page 14: Brand Design Presentation: @home Airline](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c7e2d14a795999488b4695/html5/thumbnails/14.jpg)
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
![Page 15: Brand Design Presentation: @home Airline](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c7e2d14a795999488b4695/html5/thumbnails/15.jpg)
We need one to be identified, in a memorable way.
Our Logo
Brand Design |
06
15
Variations
Friday, August 30, 13
![Page 16: Brand Design Presentation: @home Airline](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c7e2d14a795999488b4695/html5/thumbnails/16.jpg)
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
![Page 17: Brand Design Presentation: @home Airline](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c7e2d14a795999488b4695/html5/thumbnails/17.jpg)
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
![Page 18: Brand Design Presentation: @home Airline](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c7e2d14a795999488b4695/html5/thumbnails/18.jpg)
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
![Page 19: Brand Design Presentation: @home Airline](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c7e2d14a795999488b4695/html5/thumbnails/19.jpg)
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
![Page 20: Brand Design Presentation: @home Airline](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c7e2d14a795999488b4695/html5/thumbnails/20.jpg)
THE COMPANY’S
VISUALASPECTS OR
DEVICES
IDENTITY:
20Brand Design |
Friday, August 30, 13
![Page 21: Brand Design Presentation: @home Airline](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c7e2d14a795999488b4695/html5/thumbnails/21.jpg)
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
![Page 22: Brand Design Presentation: @home Airline](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c7e2d14a795999488b4695/html5/thumbnails/22.jpg)
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
![Page 23: Brand Design Presentation: @home Airline](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c7e2d14a795999488b4695/html5/thumbnails/23.jpg)
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
![Page 24: Brand Design Presentation: @home Airline](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c7e2d14a795999488b4695/html5/thumbnails/24.jpg)
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
![Page 25: Brand Design Presentation: @home Airline](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c7e2d14a795999488b4695/html5/thumbnails/25.jpg)
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
![Page 26: Brand Design Presentation: @home Airline](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c7e2d14a795999488b4695/html5/thumbnails/26.jpg)
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
![Page 27: Brand Design Presentation: @home Airline](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c7e2d14a795999488b4695/html5/thumbnails/27.jpg)
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
![Page 28: Brand Design Presentation: @home Airline](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c7e2d14a795999488b4695/html5/thumbnails/28.jpg)
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
![Page 29: Brand Design Presentation: @home Airline](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c7e2d14a795999488b4695/html5/thumbnails/29.jpg)
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
![Page 30: Brand Design Presentation: @home Airline](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c7e2d14a795999488b4695/html5/thumbnails/30.jpg)
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
![Page 31: Brand Design Presentation: @home Airline](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c7e2d14a795999488b4695/html5/thumbnails/31.jpg)
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
![Page 32: Brand Design Presentation: @home Airline](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c7e2d14a795999488b4695/html5/thumbnails/32.jpg)
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
![Page 33: Brand Design Presentation: @home Airline](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c7e2d14a795999488b4695/html5/thumbnails/33.jpg)
Keywords that I hope you can walk away with.
Takeaway
Brand Design |
09
๏ Customer-centric
๏ Web-focused
๏ Functional
33
Friday, August 30, 13
![Page 34: Brand Design Presentation: @home Airline](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c7e2d14a795999488b4695/html5/thumbnails/34.jpg)
THAT’STHE ENDFor Brand Design By Ng Hui Shan
Date 19 June 2012
Friday, August 30, 13