Crafting an Inclusive Brand for the Low-Cost, Long-Haul Travel Revolution
Challenge:
World Airways aimed to democratize international air travel by providing affordable, customizable solutions to travelers in the US. The company desired to extend the successful low-cost, long-haul segment prevalent overseas to US customers, catering specifically to travel-hungry millennials and foreign-born Americans. However, the necessity was to establish a compelling, resonant brand that could reflect the diverse and inclusive spirit of the company.
Approach:
Chameleon Collective envisioned World Airways not as a typical airline, but as a ‘country’—one where everyone belongs, a ‘country’ of global citizens. This innovative concept led to the creation of the global citizen flag, which became the nucleus for all branding and collateral material.
The flag showcased an array of colors, each symbolizing the world’s diverse cultures, and served as a potent emblem of inclusion and acceptance. It encapsulated World Airways’ commitment to making travel more accessible, underlining its respect for every traveler’s individual needs and preferences.
Impact:
The resulting brand represented World Airways’ mission vividly and uniquely, carving a distinct identity in the travel industry. It resonated with the target audience and demonstrated World Airways’ commitment to diversity, inclusion, and customer-focused service. The transformative customer experience helped World Airways stand out in a crowded market, paving the way for their low-cost, long-haul service model to thrive in the US.
