As it emerged from bankruptcy, Delta Air Lines wanted to signal to both customers and employees that the airline was “coming back new and better”. In preparation for the momentous occasion, Delta engaged Lippincott to reposition the airline with a revitalized image and redesigned customer experience that would force reconsideration of the airline.
- Honor Delta’s 78-year heritage, while announcing that the airline is fresh, modern and eager to regain its leadership position
- Align the brand with business goals
- Create a receptive environment for the introduction of the new identity to Delta’s 47,000 employees
- Conducted extensive customer experience audits and created a robust customer experience map
- Formed and consulted an employee Brand Council, which served as the voice of Delta’s 47,000 employees
- Analyzed direct competitors and a set of “best practice” brands out of category; identified an opportunity for Delta to have a personality and style that was unique and relevant to its evolving customer base
- Designed a new visual identity and supporting sensory elements that represent a sophisticated evolution of the brand
- Created a dynamic supergraphic visual element that reflects the airline’s renewed energy and its expanding global reach
- Generated momentum for the introduction of the new identity though the design of an employee microsite, the production of an employee video and the coordination of the company-wide brand launch event
- Extended the visual identity across all touchpoints of the customer journey; redesigned major hubs including JFK, LGA and ATL