Brand Development

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.

Airport Cooperative Research Program ACRP logo with celebrating 20 years est 2005 mark
Friendly Approach - County of San Mateo Airports Logo
Airport brand campaign logo for MidAmerica St. Louis Airport. The logo features a rich blue BLV with a star and has a red tagline "Become a Believer"
Heber Valley Airport Flightpath logo with tagline planning a shared course for our future

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.

Palm Springs International Airport mockup showcasing the airports bright and mid-century modern logo, and four pages of their new brand guidelines with a vibrant color pallet of green, blue, orange, and yellow.
Mockup showing the cover page of the Texarkana Regional Airport brand guidelines, featuring a warm tan background with a evergreen airplane and a evergreen and gold trailing swoosh
Mockup showing the Texarkana Airports primary color pallet: evergreen, and gold.
Mockup showing the Texarkana Airports brand color pallets on a slide, featuring a rustic secondary pallet, and neutral color system.

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.

Graphic mockup showing the Palm Springs International Airport logo on a white passenger bus
Colorful branded Palm Springs International Airport light pole banners for parking at the airport
Brand collage showcasing various elements on slides of the Heber Valley Airport Flightpath master plan program brand.

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.

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