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Airline Startup

Concepting and design for a premium, regional airline in Canada.

Crafting a Distinctive
Mood, Tone and Character. 

FWD’s design team embarked on an exhaustive research and audit phase. Based on many discussions with the client as well as a deep-dive on benchmarking, 4 strategic attributes were generated. These words acted as ‘drivers’ embodying the desired core values and characteristics of the new brand. With consensus around these attributes, all subsequent creative thinking and inspiration would be managed accordingly; laying the foundation for the development of a central mood board. 

Born out of a highly curated mix of imagery, color, iconography, type, and thematic motifs, this collage set the overriding brand tone and inspiration for all subsequent design exploration.

A New Name.
A New Badge of Honor.

With a bold and visionary mood board, FWD’s team then proceeded to work on wordsmithing and distilling countless name candidates down to a chosen few. The finalist options were then re-expanded into contextual ‘branded’ executions for presentation back to the client. From here the winning selection was made and cleared for legal and copyright approval.

Naming the airline around a single word represented a bold move aimed at helping the airline stand out from the pack. The new name – Maple aligned with key brand attributes including: modern, premium, Canadian and growing. The single word name sounds modern yet friendly and plays up subtle yet indelible notions of patriotism and provenance both in Canada and abroad.

Expanding the Design Vocabulary. 

The new Maple identity was supported with the development of a fully expanded and modular design vocabulary. The program delivered a comprehensive solution for any and all design requirements ensuring that each respective application was distinctive, sensible, and stylistically coherent to the brand.

Imagery: Themes and Directions


Bringing the Customer Journey to Life.

All key customer journey touchpoints were explored. The brand identity’s depth and modularity enabled the team to fully champion each respective solution. From online and print to environmental design and livery application – nothing was left to chance.

Copyright 2020.
All rights reserved.

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