Perth Airport commissioned our company to evolve its brand strategy and identity as it underwent a once-in-a-generation transformation, including large investments designed to improve its infrastructure and traveller experience.
The main purpose behind the airport rebrand was to develop a distinctive identity that allows for a multi-channel deployment; to provide a platform to promote the airport as a major logistic, business and retail hub for its community. Unlike the old Perth Airport brand, the new look and feel was implemented to create a greater sense of place for travelers, translating to a more memorable first impression of Perth and Western Australia in a highly competitive tourism market.
The rebrand began with an in-depth discovery process involving a large network of external stakeholders and staff at all levels of the organisation. We researched emerging trends in airports and air travel, and benchmarked Perth Airport against global comparators.
The new brand idea, ‘Nexus of Possibilities’, set the basis for a more ambitious positioning for Perth Airport, talking to the breadth of its operations as well as its cultural and economic relevance for Western Australia and the country.
The new visual and verbal identity firmly grounded the airport in its home of Western Australia. We collaborated with local Indigenous and non-Indigenous artists who brought their own personal perspectives on Western Australia’s culture and the state’s extraordinary flora, fauna, land, sea, sky and urban landscapes.
The new identity was first rolled out at Christmas in 2018 and is progressively being embedded into a wide range of experiences. Already, it is greeting travellers with a more vibrant look of the best Western Australia has to offer.
Its distinctiveness has opened up opportunities for the brand across a number of channels, including through new sponsorship and partnership agreements.
Internally, the rebrand has also been a major success, instilling a new sense of pride and ownership of the Perth Airport brand among its staff.