Aerolíneas Argentinas
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Back to its place, soaring in the sky
The Argentinian government came to FutureBrand with the challenge of relaunching the brand of the country’s flag carrier: Aerolíneas Argentinas. The company was coming out of a traumatic phase and needed to reconnect with its public. The objective was to create a unique and differential experience for the consumer, as well as a new portfolio and visual identity to accompany and represent the positioning of the brand. FutureBrand had to reinvent a brand much loved by the Argentines, with a great history and a wealth of assets that had eroded in recent times.
The strategy work included a meticulous process of detecting the key attributes that would define the new brand. After a total immersion in the company, the consumer, the affiliates and the employees, the new tagline "Alta en el Cielo" (Soaring in the sky) was created to communicate the idea of national pride. Subsequently, all contact points between the consumer and the brand were designed: from the offices, to the livery and interiors of the aircraft.
The new identity of Aerolíneas Argentinas represents a new time for the company, with a renewed fleet, the launching of new routes and a substantial improvement in the quality of service, so that the airline occupies a place of preference among travellers from all over the world.
"FutureBrand has revitalised a brand that holds enormous symbolic significance for Argentina and is deeply cherished by its people. Drawing on the brand's rich history and cultural legacy, FutureBrand has projected it beyond its current boundaries and into the future, honouring the past while paving the way for future generations."
Gustavo Koniszczer, Managing Director
