PRIVATEFLY

Positioning for standout in a busy market

PrivateFly was the first digital private jet broker to bring end-to-end online booking into what was then a very traditional 'offline' market.

They contacted us in 2016 to rebrand their business in order to boost their dwindling market share and help them achieve their long-term ambition to move into the global market.

WHAT WE DID

Brand strategy
Brand values
Brand identity
Website
Physical collateral

Brand guidelines
Office interiors

RESULTS

+37% Annual Growth Increase

No.87 in the Sunday Times Tech Track 100

1st US Acquisition by OneSky

Pivot and soar

CHALLENGE

Since launching in 2008, PrivateFly had grown rapidly, but the market had changed and their key differentiator (their technology model) had been copied by competitors. They approached us to help rebrand their business in order to increase their market share.

STRATEGY

We kicked things off with our What? Why? How? workshop 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. This love for what they do and service excellence informed our branding strategy going forward.

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Our whole team loved the engagement workshops and were firing on all cylinders afterwards. We’re so proud to share our new brand and website with the world!

Carol Cork, Co-Founder & Marketing Director, PrivateFly

Embed and inspire

ALWAYS REACH HIGHER

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 by competitors. ‘Always reach higher’ acted as a single unifying thought for all our design and communication work going forward. We created a premium, slick look and feel for the brand, maintaining their original red colour palette for equity reasons, but enhancing it with a supporting purple gradient.

Following this, we worked with the team to develop brand values and behaviours that would inspire everyone and carry the Organising Idea throughout the business. These values informed an internal engagement programme that brought their new brand to life for everyone.

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PF_Icons
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Private jet flying past sun in blue sky
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Private jet flying past sun in blue sky
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PF_On-Board_Pillow
PF_On-Board_Tickets
PF_Member-Card
PF_Business-Cards
PF_On-Board_Food
PF_Umbrella
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This was one of our first projects after we founded the agency in January 2016. The results prove just how powerful the right combination of client and agency can be when they share objectives, common goals and just have great chemistry.

Steven Anderson
Co-Founder & Executive Creative Director, FutureKings

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