The Aviatrix Communications team has created and managed the branding process for several aviation companies and airport initiatives, including billion-dollar construction programs, new concessions programs, employee communications, and on-airport parking programs.
This experience has shaped our methodology. No airport is the same, but there are several ways in which our aviation background will serve your marketing and communication branding needs.
Our Branding Process
Aviatrix Communications believes in a collaborative process, founded on a deep understanding of branding and aviation best practices. This will lead to a comprehensive and cohesive brand that is unique to your airport or project. Aviatrix Communications helps airports and aviation companies determine their voice and how to apply it consistently across a variety of mediums.
The branding process includes a combination of investigation, strategic thinking, design excellence, and project management skills. It requires the ability to synthesize an extensive amount of information and an obsession with getting it right.
We will define the brand through text, images, presentations, video, news stories, and social media in a professional manner that can engage audiences on multiple platforms and in multiple ways. Part of this tactic will be visual—reinforcing your brand and developing templates—and part will be crafting standard messages and themes that bring the airport’s vision to life.
Our process utilizes research, focus group feedback, and survey data to provide an understanding of the community’s and stakeholders’ current opinions of the airport. With this information, we can immediately begin clarifying and establishing the foundation of the brand. Our goal is to distill the research learnings into a positioning strategy—“What’s our competitive advantage?”—and explore key messaging.
Brand Development
We aim to develop a position that honors the company or airport’s broad offerings and existing strategy of providing public value and its standing as the airport of choice for the entire region.
When the strategy phase is completed, it’s time for design. In this phase, we visualize the future, finalize brand architecture, and present a visual strategy, identifying the brand design, color palettes, imagery, and typography.
It’s important to note that Aviatrix Communications conducts our branding process entirely in-house, and we do not rely on third-party freelancers or logo contests to generate our material. Everything we create will be custom-designed for your airport.
Brand Guidelines
A key deliverable that is vital for any new brand is a detailed brand guidelines document. The document lays out the specifications for the approved logo, fonts, and colors, and provides guardrails to protect the brand’s use. This document serves as your brand manual to be shared with all departments and vendors to ensure proper use of the logo and brand voice.
Brand Roll-Out
Designing a new airport brand is only the first step. Equally important to the process is creating a strategy for how that brand will come to life. Once the design and messaging have been agreed upon, Aviatrix Communications will get to work creating a cohesive strategy that identifies the airport’s various touchpoints and clarifies where and when the touchpoints receive the new brand. This strategy takes into account the budget, upcoming events or milestones, and sets priorities for rolling out the new brand to airport employees, tenants, and the general public.
With the roll-out strategy to guide us, Aviatrix Communications develops the materials that showcase the new brand. This includes but is not limited to content strategy, messaging, collateral (internal and external), signage, packaging, advertising, environmental, uniforms, and ephemera. Our team can provide long-term support for the new brand, ensuring each new piece the airport develops protects the brand and maintains the proper identity regardless of material.
As your branding partner, Aviatrix Communications will provide the tools, templates, and graphics for a strategic brand launch that will share the airport’s new look and feel with its staff, regional partners, travelers, and the aviation industry.
Put Our Experience to Work for You
The key to our branding success with clients across the country is twofold: a deep understanding of airport identities, and the ability to translate those identities into beautiful and memorable brands. The team at Aviatrix Communications has worked for decades to provide innovative airport communications strategies, and our work on both sides of the consultant/airport table offers us unique insight into the brand development process.
Aviatrix Communications has had the privilege of working with both general aviation and commercial airports and our experience will positively impact everything from contracting to brand roll-out. We pride ourselves on using our aviation background to articulate our clients’ powerful impacts on their communities.
Please feel free to do a fly-by of some of our recent brand work via our portfolio.
Client testimonial
Our Clients Believe In Us
After more than a year’s worth of work, PSP’s new brand and website are here! I want to say thank, you, thank you, thank you, to Katie Franco, Cheryl Brown, Crystal Heavers, Kimberly McNeil, and Kyle Elliott with Aviatrix Communications for all their help, guidance, and camaraderie along the way.
Daniel Meier, Palm Springs International Airport
Our work
Recent Projects
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McKinney National Airport Brand
A brand system for a new commercial airport, from logo to uniforms.
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Palm Springs International Airport Rebrand
Modern design with a midcentury modern flair.
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County of San Mateo Airports Noise Program Brand
Making it easier to talk about aircraft noise.
