Working with the leadership team at London City Airport we developed a research programme to understand the personality of the airport, its challenges and story of transformation. The conclusion of this, based on extensive 1-to-1 interviews and workshops with many of the 500 employees, was that the current image and personality of the Airport was rather cold and bland and did not reflect the pride, warmth and optimism for the future. The Airport staff, many from the local East End community, felt a genuine spirit of love for the airport and were rightly proud of the efficient and welcoming service they provided, often against a challenging backdrop of infrastructure, resource and regulatory constraints.
From this research we developed, in partnership with Storytellers, a new Vision and Purpose statement for the airport.
Vision: To be the airport everyone loves.
Purpose: To make London even better by delivering a brilliant experience with a heartfelt spirit.
These pointers, combined with the wish to convey the airport’s genuine warmth and can-do personality became the creative brief for the new brand identity and proposition.
Working on the idea that London City Airport is ‘at the heart of London’ and is a gateway to great experiences in London and for Londoners to see the world, we developed a strong, graphic based brand identity which uses the ‘O’ in London as an interactive window to these amazing experiences. The bright, gradient colours reflect the energy and vibrancy of the airport and the warmth of its people.
Alongside the identity, The Allotment have developed extensive Brand Guidelines to help London City Airport deliver a differentiated and much loved experience.