Case Study: Re-branding

The Halifax Stanfield International Airport (HSIA) realized they needed to establish a true consumer friendly brand strategy, along with a refreshed ‘look’. In the Fall of 2013, our company was engaged to develop this brand strategy. We conducted qualitative and quantitative research with a variety of stakeholders – travellers, airlines, staff, executive, board members, community, government and many others.
 
Also included in this process was an industry review that saw us visit and meet with several other airports; collect and review a variety third party white papers, articles and research; and review findings and recommendations with the airport’s executive team and board of directors. After pulling out key insights from all sources, we developed a distinctive brand positioning.
 
In early 2015, we moved into to the next phase of the project which included the development of a new visual identity and ‘look’ that supported the new positioning. Through this process, we explored a variety of directions and ideas, and looked at design options, naming, on-site expressions (wayfaring, signage, etc.), guidelines, and many other support pieces. We also worked closely with HSIA's creative agency to further develop the brand story and visual identity.
 
Outcome: The new Halifax Stanfield branding was launched in early 2017. Since then, Halifax Stanfield has rolled out the new branding across all channels and assets, and continues to grow this ‘destination’ brand with passengers, air service partners and the broader community.