In a post-COVID world that was searching for safe passage to their destinations, private aviation was on the verge of taking off.
The pandemic had made our world feel a little smaller and our hearts a little bigger, yet private jet travel still conjured up images of A-Listers sipping champagne as the world burned. It was time to change that narrative, because there was so much room to grow and become a part of the solution.
The market was wide open for a private airline brand that placed its customers first and expressed themselves meaningfully through human branding.
We wanted to position ourselves as the responsible and safest private airline of choice for travellers who want to reclaim their lost freedoms and explore the world. So we worked with local creative agency North to craft a human personality, warmer identity and authentic tone of voice so we felt less exclusive and more human.
Together, we built a bold, memorable brand identity to emotionally connect with our loyal customers and warmly invite new customers on board. We designed a new logo, built a new look website, and developed a set of brand values to act as a moral compass for our business decisions. Nobody can say for certain what the future holds, but with a clear purpose and strong market position, we have the agility and flexibility to seize new opportunities and continue to provide the exceptional service we are known for.
We can boldly go where no private airline has gone before.
Take a look around our new website and feel free to send us an email or message, we'd love to know what you think about our new look!