2D & 3D Design: Branding & Strategy
Porter Airlines Customer Service & Brand Strategy
Client
Porter Airlines
Scope of Work
- Competitive analysis
- Stakeholder interviews
- Intercept interviews
- Desk research
- Roundtable discussions
- Customer Journeys
- Created naming for the 2 new levels of service
- Food and Beverage strategies
- Packaging, Print Communications
- Signage
- Digital applications
- Visual Identity Brand Standards
- Re-articulated the core brand, values and meanings
- Value propositions
- Customer Service and Brand Strategy
KerrSmith worked with the senior leadership team at Porter Airlines in Toronto as they planned for growth and continuing innovation. In addition to advancing their trademark service from downtown Toronto city-centre Billy Bishop Airport, Porter has purchased state-of-the-art, fuel-efficient new Embraer jets and is flying to new destinations across the continent from Toronto Pearson.
KerrSmith collaborated on a wide range of research, strategy and design projects. Our work included extensive internal and public engagement, sector research, competitive analysis, and synthesis of ideas into themes and priorities. Our work formed the basis of Porter’s new fulsome customer service and brand strategy. We looked at the post pandemic repercussions on work, business and leisure travel and staff recruitment. This involved analysis of everything from passenger motivations, behaviour, and expectations, and their changing priorities and values, to check-in at the airport, onboarding, flight attendant comportment and uniforms to distributing refreshments, inflight services, and garbage disposal, deplaning and the social media implications of all the above.
We translated our insights into the very practical and tangible customer touchpoints of online ticket purchasing, signage, baggage considerations, check-in, food and drink strategies uniforms, packaging and the full customer experience.
We also collaborated with teams in branding, marketing, communications, digital, procurement, HR and operations to develop a series of new, integrated, and updated systems. The unique Porter brand of refined charm and style had to permeate everything in the strategy as we helped to move this iconic brand into the next phase. Our work continues with Porter as we research customer loyalty and behaviours.
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