global rebranding project
SWISS, the national carrier of Switzerland, was missing a clear brand story. As a result, their communications lacked focus, and their employees didn’t have direction. Research confirmed what we already knew in our guts: people knew the airline’s name, but not the airline’s soul.
We relaunched the airline under a simple but powerful idea: the airline is the essence of Switzerland. The core brand idea directed everything from core values to operating principles and was supported with an integrated marketing campaign in 73 global markets.
Results: the brand enjoyed record setting brand awareness, seat load factors and revenue. They were one of only 2 European airlines to make a profit. Meanwhile, the campaign has won numerous creative awards, including a place in the Communications Arts Annual.