Enterprise Rebrand
Country Base: Ireland
Industry/Sector/Keywords: Airlines, Travel, Airplanes, Airports, Business, Place Branding, Cargo, Transportation

Below: Before and After Images in Slide Show, Summary, Credits

Industry Setting

Aer Lingus is an Irish airline company, headquartered in Dublin, that offers passenger and cargo air transportation services and runs a single economy class service. Its main competitors include easyJet, British Airways and Ryanair.


While Aer Lingus has long been a cherished Irish brand, the time had come to reflect its transformation from traditional flag carrier into one of the most innovative and successful airlines in the world. Aer Lingus tasked us with creating a brand that reflects the radically different airline it had become, yet preserve the emotional bond with Ireland that it has always had. So, we sought to affirm their position domestically by embodying the spirit of modern Ireland, while demanding reconsideration among new audiences to support the airline’s ambition of being the leading value carrier across the North Atlantic.


Aer Lingus has worked to become a true value carrier, so tasks involved crystallizing this ethos into a powerful brand platform that combined Irish hospitality with a distinctive customer proposition and focus on delivery excellence. Their new brand purpose, “Giving our guests the smartest travel experiences” is anchored in a set of core messages to help connect with broad audiences.

To support this renewed brand purpose, we developed a visual expression, which involved refreshing the logo to create a more dynamic interpretation of the iconic shamrock. We also created a new livery system and overall brand expression. As a whole, the system captures the freshness and modernity of the brand while being recognizable as Aer Lingus. And, in order to ensure impactful communication across this experience, we clarified its authentic brand character and tone of voice.


Our ongoing partnership has not only allowed Aer Lingus to present itself as a leader, but also to connect with audiences at home and across the world.


Client: Aer Lingus – www.aerlingus.com

Brand Strategists/Designers: Lippincott – www.lippincott.com

Creative Directors:

Creative Director: Brendan Murphy
Creative Director: Lee Coomber


Design director: Mark Scragg
Designer: Vilmundur Sveinsson
Designer: Verena Enderle
Designer: Enoch Wong
Brand Voice: Lizzie Harris
Brand Voice: Louise Cantrell
Strategy: Dylan Stuart
Strategy: Graham Garvie
Production: Brendan DeVallance


Department Director, Production: Jeremy Darty
Sr. Production Manager: Brendan deVallence