| Bags
2009 REBRAND 100 Winners > distinction
Industry/Sector: Travel & Leisure
Enterprise Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting - Baggage Airline Guest Services (B.A.G.S.) was the category leader for remote skycap services until competitors flooded the market. B.A.G.S.'s strategic alliances with top airline carriers, cruise ports, convention centers and hotels proved to be a formidable barrier of entry. The saturated market pushed B.A.G.S. to reconsider its brand image and establish a competitive differentiation.
Challenge - The new brand needed to reflect the company's rapid growth from a regional operator to a national leader. The previous logo was seen as an outdated, 'mom-and-pop' image. The brand needed to assert the company's position as a category leader and connect with consumers. With additional services offered and more visible B2C touchpoints, the company needed a new strategic positioning for the brand.
Strategy - A new positioning was established: make travel easier. The company name was changed from B.A.G.S. to Bags, eliminating the acronym because it called too much attention to airline services, which now represented only a portion of the total services offered. A new logo was created to fit the brand positioning and to emphasize the new name.
Result - The new Bags logo reflected the bold typography and color of airport way-finding. Two additional proprietary marks were created — the Bags Smile logo for internal use and occasionally to accompany the master logo, and the Bags 'B' logo for B2B collateral. The new Bags identity, with its unique and streamlined components, helped differentiate Bags from its competition.
Credits:
Client: Bags - www.airportbags.com
Brand Strategists/Designers: Push - www.pushhere.com
Chief Creative Officer: Chris Robb
Creative Director: Mark Unger
Associate Creative Director: Gordon Weller
Lead Designer: Forest Young
Designer: Randall Morris
Interactive Designer & Developer: Renda Morton
Account Management: Jason Poinsette, Scott Streicher, Linda Ong
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