| Delta Air Lines
2010 REBRAND 100 Winners > merit
Industry: Airlines
Enterprise Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - As it emerged from bankruptcy, Delta Air Lines wanted to signal to both customers and employees that the airline was “coming back new and better.” Delta knew it needed to reposition the airline with a revitalized image and redesigned customer experience that would engage customers to reconsider the airline.
Challenge - The primary challenge was to honor Delta’s 78-year heritage, while announcing that the airline is fresh, modern and en route to regaining its leadership position. The brand needed to align with business goals, and create a receptive environment for the introduction of the new identity to Delta’s 47,000 employees.
Strategy - Informed by extensive customer experience audits that guided the creation of a robust customer experience map, the brand strategy identified an opportunity for Delta to have a personality and style that was unique and relevant to its evolving customer base.
Employees were also a critical audience. With an employee Brand Council that served as the voice of Delta’s 47,000 employees, the brand generated momentum for the internal introduction of the new identity. An employee micro-site, video and company-wide brand launch communicated the new brand in an authentic and compelling way that connected employee behavior to customer experience.
Result - Today, when customers fly Delta, they experience the new Delta at every turn. From the new visual identity and dynamic supergraphic to the aircraft design and the redesign of three major hubs, as well as service that reflects the brand, every element of the customer journey delivers the new brand.
Credits:
Client: Delta Air Lines - www.delta.com
Brand Strategists/Designers: Lippincott - www.lippincott.com
Creative Director: Connie Birdsall
Designer: Adam Stringer, Kevin Hammond, Michael Milligan, Fabian Diaz
Strategy: John Marshall, Steve Lawrence, Sasha Stack
Photography: © Albert Vecerka/Esto. All rights reserved.
Photography: © David Arky. All rights reserved.
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