| Title | RUSSIA REDUCED |
| Brand | AEROFLOT |
| Product/Service | AIRLINE |
| Category |
A09. 360 BRAND & IDENTITY EXPERIENCE |
|
Entrant Company
|
LANDOR ASSOCIATES London, UNITED KINGDOM
|
|
Advertising Agency
|
LANDOR ASSOCIATES London, UNITED KINGDOM
|
Credits
| Peter Knapp |
Landor Associates |
Global Creative Director |
| Emily Ward |
Landor Associates |
Client Manager |
| Ryan Shaw |
Landor Asso |
Design Director |
Brief Explanation
Yet the more we thought about it, the more we realised that the positioning of this airline could be radically different to that of competitor airlines that typically focused on vacation, luxury or value. As the region was culturally similar yet physically vast, our positioning needed to be founded upon connecting these cultures rather than satisfying need states. The challenge was to instill a sense of locality that could be was universally understood by all.
The Brief
Russian airline Aurora approached us with what seemed like a conventional brief. They wanted a repositioning and a rebrand for the airline, which reflected their unique role in transporting passengers across the isolated yet commercially thriving Eastern region.
How the final design was conceived
Our idea was to create a new normal where flying Aurora was as simple and as easy as taking the Moscow subway system, and felt like destinations were just a couple of stops away. To do this, we devised a strategy that hinged upon ‘reducing Russia’ and localised such vast territories by building on the international language of fluidity and continuity. Our design team then drew inspiration from the multiple, fluid lines of the infinity sign, a symbol of the unrestricted mobility Aurora promises the region.
Indication of how successful the outcome was in the market
When the airline’s rebrand was released to the press in November 2013, Aurora saw a 53.75% increase in the price of their shares, demonstrating that the positioning was understood by both investors and passengers throughout the region. Aurora is now on track to confidently achieve its 2018 targets of increasing its fleet to 40, flying to 128 destinations and servicing 2.4 million passengers per year.