Going beyond, daily
So, how do you take four wildly different facilities and bring them together under one seamless brand? You start by doing your homework.
The Jacksonville Aviation Authority was in the midst of change. And in that process, they wanted to create an umbrella brand for the Authority without sacrificing the personality of each individual facility. But in truth, the only thing these four different airports under the JAA banner had in common was a runway. Cecil Airport is a large facility that’s home to aviation-related businesses from around the world, as well as aviation training programs in partnership with a local technical college and the military. Herlong Airport is a recreational airport frequented by sky divers, training pilots, gliders and the wilder side of aviation. Jacksonville Executive Airport at Craig Field is the airport targeting corporate general aviation. And Jacksonville International Airport is a beautiful, modern facility that serves as the primary commercial airport for the First Coast of Florida.
Our solution was a family of logos: a cohesive system of color-coded marks that mirrored the overall brand. In addition, Big proposed name changes to two airports so that each name reflected the purpose of those facilities and modernized each moniker. The tagline – Going beyond, daily – is a statement both of the far-reaching destinations the airport represents and the nature of the customer service they provide every day.
But since a brand is so much more than a logo and a tagline, the campaign created focused on JAA’s economic impact and delivered against the personality of the brand.
This campaign launched in the spring. In the first year, creative for JAA, JIA and Cecil Airport was developed for use in a paid media schedule (TV, print, online, outdoor), at community trade shows and international air shows. There is also internal signage with brand personality messages that will be placed inside the commercial airport this year.