Typical transport branding is devoid of emotion.
Our identity takes the passenger by the hand,
recognising that the airport is the beginning of a journey,
and should anticipate pleasure
To disrupt the institutional wallpaper of airport identities, new owners of Gatwick needed to express a more personal ethos. Our brief was to restage Gatwick Airport as London’s challenger brand to Heathrow, and distance it from BAA’s institutional stance. Leisure passengers dominate at Gatwick. They are less familiar with airports than seasoned business travellers. Their holiday begins at the airport, not when they arrive at their destination.
They describe themselves as being herded like sheep…
Gatwick now offers a personal experience which is underlined by the new identity. Breaking with convention, the ‘Your London Airport’ identity is narrative-led, endorsed with a personal signature logo. Creating a dialogue is key to engaging consumers. An engaging tone of voice can de-stress and reassure.
Create a dialogue…
WINNER CORPCOMS AWARDS
BEST CORPORATE REBRAND
“Many thanks to you all once again
for a fantastic presentation.
We all left feeling so energised.”
“Lewis Moberly’s new identity for Gatwick
with its engaging narrative and informal logo enables us to connect to our passengers on a more personal level.”