Brussels Airport in Zaventem is Belgium’s largest and most important airport, covering 26 million passengers each year and handling 450.000 tons of cargo. The airport serves as a crucial European hub and is the host to home carrier Brussels Airlines, amongst other international airlines using Brussels as a regular base of operations.
the challenge
At Brussels Airport Company, the demand arose to rebrand the well-known and iconic brand following an internal repositioning and renewed objectives regarding corporate values. The national airport needed to position itself more clearly before stakeholders and shift the focus from an image perceived as businesslike and cool to a warm and customer-centric story.
the insights
More and more, the realisation is emerging that airports are more than a building with a piece of tarmac on which planes take off and land. Over the years, they have become interactive hubs that connect people and where travellers and visitors expect an engaging experience according to their needs.
the solution
Together with the creative forces at advertising agency The Factory Brussels, a concept was devised to help the brand achieve its objectives through a brand new identity. A three-part process was suggested, starting with a strategic analysis, followed by a rebranding operation and ending with a market roll-out.
Our consultants were involved as strategic partners in this process and were responsible for drawing up the brand positioning, which had to result in clear and applicable advice for both the creative cell that would take care of the logo and the client itself.
Among other things, we were responsible for a target group and competition study, interviews with involved stakeholders, positioning advice, communication research, chromatographic insights, supervision of a focus study and even the development of outlines for the translation into a new brand identity. We also remained involved during the creative process that resulted from the strategic analysis.
