TACA International - System-wide branding programme
Scope
Unite five independent carriers into a single airline. AVIATECA (Guatemala), LACSA (Costa Rica), NICA (Nicaragua), TACA (Honduras), TACA (El Salvador).
Aerobrand strategy & implementation
Create a complete transitional brand programme - first creating a new Alliance brand and then the single brand entity over a set period of time.
Creation of Grupo TACA - the initial alliance brand.
Name easily understood for both English and Spanish-speaking customer base.
Carefully planned and phased transitional branding programme - initially applying the anchor brand identity - the five golden macaws to tails of all aircraft in the joint fleet.
This created much larger airport presence for the new Grupo TACA.
Each airline retained its own name - applied in common typestyle on the forward fuselage - for phase one of the programme.
Phase two was an inexpensive transition to a single brand, by replacing all instances of individual names with single carrier namestyle.
No negative impact whatsoever to overall brand identity by systematic changes to airport environments, aircraft interiors, uniforms and system-wide collateral materials.
The overall transition was smooth with full consumer acceptance of the new brand.
TACA became the system wide single identity and is now incorporated into every facet of the organisation.
TACA is now one of the most successful world-class airline brands in the Americas.
Specific services:
- STRATEGIC BRAND PLANNING
- BRAND PLATFORM DEVELOPMENT
- CORPORATE IDENTITY DESIGN PROGRAMME
- AIRCRAFT LIVERY DESIGN PROGRAMME
- AIRCRAFT LIVERY IMPLEMENTATION PROGRAMME
- CABIN INTERIOR DESIGN PROGRAMME
- CABIN INTERIOR IMPLEMENTATION PROGRAMME
- AIRPORT SIGNAGE DESIGN PROGRAMME
- AIRPORT SIGNAGE IMPLEMENTATION PROGRAMME
- UNIFORM DESIGN PROGRAMME
- UNIFORM IMPLEMENTATION PROGRAMME
- COLLATERAL DESIGN PROGRAMME
- ADVERTISING DESIGN PROGRAMME
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Corporate Identity
Brand extension
"Aerobrand paved the way to our tremendously successful corporate image consolidation. A very sensitive, historic and challenging project. Their strategic vision and step by step implementation made the transition a seamless operation. If your airline needs to boost its corporate image, you know on which door to knock."