Brand & Customer Experience Development

Brand & Customer Experience Development

Person using a laptop at a wooden table. The laptop screen displays a webpage from a travel website with the headline "LAX to ICN" and images of a person sitting on a skateboard and a cityscape, enhancing the customer experience. A cup of coffee is on the table to the left of the laptop.

Case Study

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.

 

Brand & Customer Experience DevelopmentBrand & Customer Experience Development

Related Chameleon
Team Members

Angicel Morales

Angicel Morales

Senior Program/Project Manager

Julie Mantis

Julie Mantis

Interim VP, Brand Strategy

Juan-Carlos Morales

Juan-Carlos Morales

Executive Creative Director

Freddie Laker

Freddie Laker

Chief Digital Officer

Radha Badani

Radha Badani

Brand & Consumer Strategy

Cesar Santos

Cesar Santos

Interim Creative Director

Stacey Groth

Stacey Groth

Fashion & Apparel Design

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