Flyant

Objective:

Corporate profile definition and brand launch strategy

Solutions/ Projects

  Naming, corporate identity, design and branding.

  Corporate profile editorial material definition.

  Design of communication support elements, and branding operational support: functional analysis and visual development      of website, design of press format presentations, development of publicity manual.

Case Study

Flyant

Flyant is the new air cargo operator created by the Futura group with the aim of offering its clients a cargo service which, through its RELIABILITY, FLEXIBILITY and ADAPTABILITY, stands out from those offered by other companies.
 

 

1. Why Flyant? What was the motivation to launch a new cargo company?

We identified an opportunity in the cargo market for a freight airline with a different commercial approach and a modern view of the business. We had the structure and more importantly a solid 17 years experience from our parent company Futura International. Therefore our motivation was the fact that the market niche was there and we had all the operational support and experience to launch the project.

2. A flying ant, where did the company go for creating its identity?

The search for the name actually started internally trough an employee contest. However, despite all the good ideas that came out of this experience we still couldn't find the appropriate name, it was when it hit us! While we considered our experience in the aviation sector a key encouragement to launch an air-freighter company it was only logical that we looked outside of the company for specialists to help with the marketing efforts needing to take place. Amara described to us their methodology for naming and corporate identity definition; they helped us develop a corporate identity capable of transmitting our organizational values, and at the same time in accordance with the commercial purpose a brand should carry.

3. Now that you had your corporate identity defined, what was your next step towards the introduction of your product to the market?

We needed to exist in the eye of our potential clients. Parallel to the creation of our new brand we started the commercialization procedures involving decision the timeliness of the product introduction, the locations where it should be introduced, the market to be targeted, and the budget and promotional strategies. Thus we started by developing a company presentation in digital format where we communicate our mission as a company and a Website, followed by the design of a brochure and presence in cargo related fairs.

4. Flyant has been around for about two years now. What is your evaluation of the branding strategy elected and do you see the value for the investment it represented?

Absolutely, it definably made your job easier; however it is never a simple process to introduce a new brand to the market, it requests either a large investment on publicity and media presence or a very well drown launch strategy. At Flyant, we achieved our established targets with limited resources and generated awareness among our targeted client base, we feel like we accomplished what we set out do. The expansion is a work in progress now and I believe that our marketing efforts helped us position our selves in front of the competitors and even in front of other air-freighter companies that have been around for years. We learned how important it is to have a perfect match between the product and the message we send out.