Developing a compelling brand story for 37% growth.

Results

We worked with PrivateFly to increase their revenue by 37% in 12 months, open a new office in Florida and prepare for acquisition by OneSky, a global Directional Aviation company.

Positioning for standout 
in a busy market.

Since launching in 2008, PrivateFly had grown rapidly, but the market had changed. They faced new challenges as their key differentiator (their technology model) had been copied by competitors. 

They had a long-term strategy to move into the global market, but needed to rebrand and boost their market share. In 2016, Adam Twidell and Carol Cork (PrivateFly’s founders) approached us to help.

Testimonial

A huge thank you from all of us at PrivateFly for all of your hard work in getting us to launch day!

The team all loved the workshops we held last week and are now firing on all cylinders, living and breathing our new brand identity.

We’re delighted to finally share our new branding and website with the world!

Carol Cork Co-founder & Marketing Director, PrivateFly

Our programme of work

Create

01

Activate

02

Create

Developing a brand to Always reach higher.

We kicked things off by getting together with Adam and Carol’s team. This was our opportunity to really understand who they were as a business and get under the skin of their market, customers and competitors.

We quickly realised what PrivateFly’s key differentiator was: their people. This wasn’t just a job for them, they were all genuine aeronautical enthusiasts and it really was their passion. Because of this love for what they do, they were always going above and beyond to improve the experience for customers.

Organising Idea

PrivateFly’s team tried to ‘Always reach higher’ in the customer experience and levels of service, and so their Organising Idea was born. It perfectly captured the fundamental truth of their business: they worked together to offer an experience that couldn’t be matched in the market.

Proposition

We live and breathe 
private jets.

With planes to review, prices to check, routes to consider, airports and security to negotiate and safety records to evaluate, many will tell you that speed matters. But we know performance matters more.

Performance that’s fast when you need it to be, without ever compromising on safety. That searches for the best options to save you time and money. And brings together deep insight, unrivalled expertise and superior technology to give you outstanding service.

Performance delivered by passionate people.

Identity

Toolkit

Create

01

Activate

02

Organising Idea

Culture

Embed behaviours and values

  • - Employee Value Proposition
  • - Employee experience
  • - Internal communications
  • - Recognition & reward

Client Communications

Integrate brand assets for:

  • - Customers communications
  • - Digital media
  • - Website
  • - Social
  • - Advertising
Always Reach Higher

Environments
 
 

Bring the brand to life across:

  • - Physical spaces
  • - Digital spaces
  • - Internal & external

Products &
Services
 

Deliver the brand through:

  • - Service standards
  • - Information delivery
  • - New product development
  • - Sector/marketing planning

Bringing the brand to life.

We worked with Adam, Carol and the rest of team to develop brand values and behaviours that would inspire everyone to ‘Always reach higher’. These values became the bedrock of an internal engagement programme and, coupled with our AUAA (Awareness, Understanding, Action, Advocacy) programme, they brought their new brand to life for everyone. To ensure the whole team rallied around the refreshed brand, we organised workshops and a ‘brand day’.

We then applied the new branding to all business applications, both digital and physicalcollateral in and out of the offices, from the website to the boardroom to their cars, as well as uniforms and the range of in-flight merchandise.

Culture

To ensure the whole team rallied around the refreshed brand, we organised workshops, a ‘brand day’ and a video. This built on the brand workshops we’d held with staff throughout the development process, showing them how their feedback and ideas had helped us to create the final brand.

Products & Services

The experience principles we developed to support ‘Always reach higher’, provide the framework for ensuring products and service levels meet the needs of PrivateFly’s customers. They also provide a structure for innovation and new product development that ensures brand integrity is maintained.

Communications

PrivateFly rely on communications both from a practical perspective, to fulfil parts of the customer journey, and from a marketing perspective, to attract and retain customers. We built a comprehensive overview of all existing communications, and developed a detailed timing plan to review and rebrand each. The brand guidelines enabled us and the PrivateFly team to quickly redesign and rewrite key items for launch.

Environments

We applied the new branding to all business applications, both digital and physical collateral in and out of the offices, from the website to the boardroom to their cars, as well as uniforms and the range of in-flight merchandise.

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