IAG Cargo Brand Review & Campaign
Rebuilding a brand that’s 'Trusted to Deliver'
The background
In 2011 British Airways World Cargo and Iberia Cargo merged with a shared mission.
Today, IAG Cargo brings together the strength of five airlines - British Airways, Iberia, Aer Lingus, Vueling, and Level, creating a global network that delivers to all corners of the world.
The brief
Since their previous brand refresh 6 years prior, IAG Cargo’s brand consistency had become muddied amongst multiple copywriters, and interpretation of the guidelines blurred. Engaging us promised to bring everything in line again and freshen up the look and feel.
They approached us with two objectives: to unify the brand to create a consistent thread throughout their messaging, and to evaluate and evolve the visual identity, creating a refreshed brand that staff and customers alike could get behind again.
The process
We delivered multiple brand workshops at their London Heathrow Headquarters, gathering research and insights from a range of people across the business to explore USPs, audience, goals, values, brand perception and much more.
We then translated this into an 83pp Brand Strategy document, which formed the basis of their new brand identity. We worked together with key members of the marketing team to develop a new Vision, Mission and Purpose, Strategic Pillars, Tone of Voice, Brand Personality, Brand Positioning, Brand Story and Tagline.
Alongside the development of this document, our Design Team worked on ideas for a refreshed look and feel, exploring a spectrum of designs - from plain and simple, to brave and creative.
The challenge
Initially we saw an opportunity to revolutionise the brand with bright new images and colours. However, as the design got presented to multiple decision makers, it quickly transpired that taking a less radical approach was the client’s preference.
By staying faithful to the existing visual identity, we created subtle changes that reflected IAG Cargo in the present: a forward-thinking business that’s grounded in its heritage yet driven by innovation.
The solution
With the strategy book and new visual direction nailed, our next steps were to create the numerous assets needed for their 6-week launch.
As so many different assets were required for the integrated launch, the whole team pulled together to produce:
- Pull up banners
- Digital & social banners
- PPC campaign asset design
- Email signature design
- Social media creative (updated bios, launch posts copy)
- Videos & animations
- PowerPoint template
- Landing page design & copy
- Email newsletters
- Launch comms
The result
The 6-week campaign launched in direct trade media, internal media channels and on social media. The new tagline and identity brought the brand together with a cohesive, fresh approach exactly as planned, and staff and customers were united in getting behind it, as their Marketing Manager confirmed:
Everybody loves the tagline 'Trusted to Deliver’. It has landed very well with our people and customers, in particular the staff, who are really behind it.
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