Creating a pinnacle brand for the private aviation industry, challenging conventional thinking with a paradigm shift to create a world where time is the ultimate luxury. By increasing brand value and product desirability, we ultimately drove an increase in sales and profit.

Brand strategy
Brand design
Collateral design
Marketing communications

A multinational firm focused on providing tailored services for the private aviation sector, Project Phoenix refits pre-owned Bombardier commercial aircraft into customized 8-10-seater private jets in a fraction of the time it takes for a new plane to come off the production line. Coupled with the ability to offer specialised after sales engineering and support services Project Phoenix offers a truly unique product in a very niche market.

A thorough brand strategy exercise was undertaken, to develop a clear brand positioning which would best represent the company’s unique offer within this very high-end product segment. Part of this challenge was to re-engineer internal corporate thinking away from the notion that a pre-owned aircraft was somehow a lesser product and move it towards the thinking that they are, in fact, providing a superior lifestyle accessory.