New Brand and digital applications for Saudi’s National carrier flynas

Context

flynas www.flynas.com is a leading low-cost carrier from Saudi Arabia with a young fleet of 26 aircraft, operating nearly 1000 weekly flights to 30 destinations within and outside of Saudi Arabia. Launched in 2007, flynas has successfully operated over 170,000 flights carrying more than 18 million passengers, a number that has steadily grown over the years.

Ambition

Following our previous work creating the new brand name and brand identity for flynas in 2013, significant investments were made in enhancing its aircraft fleet and introducing a dedicated Business Class Cabin. Our task was to create a clear set of brand and advertising guidelines which could be used internationally by marketing agencies to ensue clarity, consistency and creative leadership across all communications platforms.

Action

Our team lead the development and formulation of the new brand. Alongside our Saudi partners Charisma, we created a comprehensive brand system, addressing consumer research, naming, visual and verbal identity all the way through to launch and campaign strategy. From this we developed a rigorous set of brand guidelines, covering a full suite of core brand identity elements, imagery, advertising, communications, livery and advertising standards.

Results 

The work has now been used by a host of international advertising, digital, print and media agencies and has helped the airline win a host of awards from Middle East Leading Low-Cost Airline at the World travel Awards 2015 to Three CMO Asia Golden Awards for excellence in Branding and Marketing in 2014.

New Brand and Advertising Guidelines for Saudi’s National carrier flynas

Context

flynas www.flynas.com is a leading low-cost carrier from Saudi Arabia with a young fleet of 26 aircraft, operating nearly 1000 weekly flights to 30 destinations within and outside of Saudi Arabia. Launched in 2007, flynas has successfully operated over 170,000 flights carrying more than 18 million passengers, a number that has steadily grown over the years.

Ambition

Following our previous work creating the new brand name and brand identity for flynas in 2013, significant investments were made in enhancing its aircraft fleet and introducing a dedicated Business Class Cabin. Our task was to create a clear set of brand and advertising guidelines which could be used internationally by marketing agencies to ensue clarity, consistency and creative leadership across all communications platforms.

Action

Our team lead the development and formulation of the new brand. Alongside our Saudi partners Charisma, we created a comprehensive brand system, addressing consumer research, naming, visual and verbal identity all the way through to launch and campaign strategy. From this we developed a rigorous set of brand guidelines, covering a full suite of core brand identity elements, imagery, advertising, communications, livery and advertising standards.

Results 

The work has now been used by a host of international advertising, digital, print and media agencies and has helped the airline win a host of awards from Middle East Leading Low-Cost Airline at the World travel Awards 2015 to Three CMO Asia Golden Awards for excellence in Branding and Marketing in 2014.

About Aeron

We are Aeron, a London brand design consultancy that specialises in business transformation, brand strategy and design. Our purpose is set on helping ambitious businesses thrive in today’s market place.

Based on fundamental insights, our London brand design consultancy is expert in helping organisations define their brand purpose; a clear, relevant, ownable and defendable territory – which delivers genuine value to customers.

With a reputation for linking brand strategy and innovative design with clear financial outcomes, our London branding agency combines intelligent data, imaginative insight with inspiring creativity and transformative digital technology to deliver enduring growth.

When two great brands come together, the ability to pool resources, expertise and opportunities opens up a whole world of potential synergy.

However, when two great brands come together, how do they tell their newly-allied story? How do they display their united ambition when they already have strong, distinct and individual identities. This was a challenge we were able to guide leading international shipping company Bahri through, as they were due to embark on not one, but two such journeys.

Working closely with Bahri, we analysed the requirements and repercussions of a conjoined brand and how it should balance the incumbent needs of the parent brands. In the case of both endeavours, Bahri was to be the majority shareholder although this was reflected differently in the resulting identities.

Partnering with Koninklijke Bunge B.V. (“Bunge”), a wholly-owned subsidiary of Bunge Limited, the two companies formed BahriBunge Dry Bulk Ltd to develop and strengthen the import and export of dry bulk goods into and out of the Middle East. In this instance, the new name was accompanied with a distinct new logo, and was accompanied by the endorsement of both the Bahri Dy Bulk and Bunge logos.

Bahri and Bunge ​on the same journey towards excellence by launching “#BahriBunge Dry Bulk Ltd.” In Dubai pic.twitter.com/TO8wzAIcMX

— Bahri | البحري (@OneBahri) October 5, 2017

In the joint venture with French forwarding and logistics group Bolloré, officially inaugurated as Bahri Bolloré Logistics, it was possible to take a more streamlined approach. Both parent brands had shared equity with similar colour palettes and bold, sans serif wordmarks. Bahri Bolloré Logistics, therefore, was able to become an extension of the Bahri Logistics brand, incorporating the name and colour of the French partner within the Bahri Logistics logo.

#Bahri and Bolloré celebrate the launch of #BahriBolloré logistics in Riyadh pic.twitter.com/msTBWJMz7i

— Bahri | البحري (@OneBahri) September 27, 2017

Congratulations to our friends at flynas for receiving further recognition as the Best Low Cost Airline in the Middle East at the International Paris Air Show.

Having earned three gold awards in 2014 for the launch of the brand, flynas has continued it’s success, taking home titles as Best Low Cost Airline in the Middle East each year since.

The Skytrax awards represent an international standard of quality and excellence, and are awarded according to votes and surveys conducted over a 10 month period across 41 key performance indicators in products and services.

“We have an unwavering commitment to improve our services and performance to achieve the maximum satisfaction from our guests. Having been awarded the Skytrax award shows the pioneering spirit of flynas, and reflects the advancement in Saudi aviation. We, in flynas, are proud of continuously achieving excellence, and always being present in the award scene despite being in a heavily-competitive environment. We are very delighted and we always strive for more success.” Mr. Bandar Almohanna, Group CEO of Nas holding

“These awards mean a great deal to us in the flynas family. It is the magnificent teamwork and care of our guests that is being recognized here today. The same teamwork that delivers great value fares and consistently high On Time Performance results”. Mr. Paul Byrne, CEO of flynas

The new flynas brand was created and developed – brand name, strategic platform and visual identity – by Aeron’s team in 2013 and along with our Saudi partners, Charisma, we have continued to support the brand since.

See the launch advert TVC as follows:

https://www.youtube.com/watch?v=Da1i3RLgTXQ

Context

Formed by a Royal Decree in 1978 as the National Shipping Company of Saudi Arabia, Bahri, has grown from a small shipping firm operating multipurpose vessels to become one of the biggest shipping conglomerates in the world.

Bahri continues to strive for continuous improvement and expansion of its services in the global logistics industry.

Ambition

As the company expanded and added new services to its offer, it became necessary to review the brand architecture, to ensure there was a system in place to accommodate all Bahri international and regional businesses, new brands, acquisitions and endorsements of existing and potentially new products and services.

Action

We were tasked with creating a compelling, enhanced Bahri Visual Identity System to fit their business and brand strategies and give fresh life to the identity developed previously for the company’s renaming from the National Shipping Company of Saudi Arabia.

Result

We developed a new bi-lingual word mark, an enhanced graphic device and a brand architecture system that could be used in a variety of applications across all Bahri services.

A comprehensive bi-lingual logo suite was provided along with detailed usage guidelines for the roll-out of the brand.

After the successful roll-out of the refreshed identity, we have continued to support Bahri through international trademark advice and registration and with strategic consulting on the branding and identity of joint ventures and partnered endeavours.