At a strategic level, we reviewed the equity of the Emirates SkyCargo brand within the context of how it could both leverage and find uniqueness within the Emirates Group portfolio. Part of the insight was identifying how traditional B2B approaches to communications can be enhanced by focusing on compelling audience engagement approaches taken in brand-led B2C communications. In recognising this, we found opportunities for Emirates SkyCargo to draw on cues from the Emirates parent brand.
The outcome of the 12-month engagement was the delivery of new brand assets including the development of brand illustration and motion graphics guidelines. It was a fascinating project that showcased how even the biggest, market-leading brands still need to be nurtured and evolve to constantly meet the demands of a constantly-changing world, evolving markets and the expectations of consumers.