Title	AIR ITALY - BRAND CREATION
Brand	AIR ITALY
Product/Service	AIR ITALY
Category	A01. Creation of a new Brand Identity
Entrant	SUPERUNION Paris, FRANCE
Idea Creation	SUPERUNION Paris, FRANCE

Name	Company	Position
Aurore Rodrigues-Henriques	Superunion	Designer

Background

When Qatar Airways choose to support Meridiana to create a new full-service carrier, it’s an exciting time and you can be sure that there will be something special in the air. Our job was to create a brand from scratch for Air Italy using our powerful ‘upstream creativity’ approach. A creativity deeply rooted in everything we do, strategically oriented, with the power to dramatically improve businesses. We did kind of everything from a positioning which would enable the brand to bring genuine value on a market based on price, to a compelling brand world brought to life across all supports from aircraft livery, inflight soft furnishings & branded materials, corporate assets, headquarter signage, frequent flyer program, uniforms, website, apps, check in areas, inflight magazine, etc.

Describe the creative idea

Our creative idea is based on our positioning : "Live it. up". Live : More than a flight, an experience.?A call to action : live now, live fully.? It.(aly) : The dot has its own importance, as “It.” creates a shortcut for Italy. The best of “italianism”.? Up : High standards and great level of excellence.? A link to Qatar Airways, where everything is perfectly crafted. Therefore, the big idea was around playing with the Y of Italy, and the Y of You, to evoque a passenger centric approach. By merging it with a bird, it becomes an icon of the new Italian art of flying. It expresses the new airline core belief: flying with Air Italy should be all about ’your’ experience. Placing the traveller at the heart of the company then. This icon becomes a mark of new benchmarks within the world of airlines.

Describe the execution

Our icon and its applications become a common thread across every touch points, resulting in a bold, consistent and impactful identity. Our colour palette is a modern interpretation of Italian national colours, and enable us to dial up in a subtitle way our Italian DNA, stylish and sophisticated, across all our traveller journey. The result is contemporary, innovative and premium. A global brandworld which is a guarantee of an enhanced travel experience, with high quality services for the people of Italy, for global travellers, for everyone. We have also developed a visually & verbally engaging campaign truly bringing to life our “Live It Up” positioning and ‘Imagine the world differently’ tagline, by playing around the idea of visuals mashups. The campaign combines inspiring imagery of destinations, inviting people to travel, along with representation of services & experiences you might get by flying with Air Italy.

List the results

3 weeks : For the fist plane to be painted after the pitch presentation. 3 months : Air Italy full experience has been developed in only 3 months time, with a first short-haul flight taking place beginning of May. 3 years : Within the next 3 years, Air Italy has planned to increase its fleet with more than 30 additional brand new aircrafts and to reach 60 new destination. A very bold move, yet necessary to become Italy’s top airline.