Rebranding Brussels Airlines at Brussels Airport & Outstations

Brussels Airlines, the marriage between SN Brussels Airlines and Virgin Express, partnered with MAXIMALdesign to redesign the Brussels Airlines’ installations at its homebase Brussels Airport as well as to design a new ‘mobile branding concept’ for the numerous outstations in Europe and Africa.

The challenge

The aim of the new design is:
• to create a compelling and comfortable customer experience for Brussels Airlines travelers
• to ensure best possible visibility of Brussels Airlines at the Airport - clear ownership of the homebase - with a differentiating identity
• to re-assure existing customers
• raise awareness of potential customers
• and respect tough budget constraints

The new product line-up of Brussels Airlines meets the real needs of a new generation of both business and leisure travellers: flexibility, service and timesaving at affordable prices for the former, and the lowest price guarantee for the latter. It was our challenge to create a total concept for their presence and operations at the airport in order to deliver on these brand promises. 

Designing a new passenger experience

We analysed the entire value chain of travelling: from booking your flight, arrival at the airport and entrance hall, check-in area with express and web check-in, lounges and gates, till arrival at the airport of destination.

The attributes that create the customer experience at the airport were our main design drivers:
• clarity: give passengers a clear overview in this unknown and chaotic environment. Create an oasis of tranquility with a warm welcome.
• efficiency: both in organisation and operations
• comfort and convenience
• consistency in brand image and signalisation
• safety & security
• create a surprising and differentiating presence
• cost conscience driver while delivering quality
• with a friendly crew

The airport context

It’s obvious that there were specific challenges in applying the design to the airport context. We were working in close collaboration with several divisions of Brussels Airlines in a multi-disciplinary team: marketing (Brand Management), ground operations, ICT and security and with Brussels Airport (respect of Security regulations,…).

Working with MAXIMALdesign

“The launch of Brussels Airlines was the ideal moment to start positioning our new brand especially in our homebase Brussels. We aimed for strong brand presence and recognition using the new main colors blue and red and communicating the new look & feel of our airline.

We were enthusiast when seeing the creative proposals of MAXIMALdesign and while working together we experienced a very reliable team that enabled us to reach our operational deadlines with a strong branding presence that delights our passengers and our staff! “

Christine Delarue - Brand Manager Brussels Airlines

Press

• Download 'Airport rebrand' from Brussels Airlines b.there! magazine (pdf 152 KB)

Contractor: realization by TPM, Belgium