INSIGHT | DESIGN

Porter Airlines: Strategy and Branding

Client

Porter Airlines

Scope of Work

Research
Sector Analysis
Facilitated Engagement
Stakeholder interviews
Intercept Interviews
Roundtable Discussions
Customer Journeys
Customer Experience Mapping
Rearticulated core brand values and meanings
Value Propositions
Strategic Insight, including opportunities and threats
Anticipatory Business Strategy
Naming for 2 new levels of service
Design outputs (uniforms, signage, packaging, print communications graphics, etc.)

We worked with the senior leadership team at Porter as they planned for growth and continuing innovation. In addition to advancing their trademark service from downtown Toronto City-Centre Airport, Porter purchased state-of-the-art, fuel-efficient Embraer jets and is flying to new destinations across the continent from Toronto Pearson.

Our work formed the basis of Porter’s new fulsome customer service and brand strategy and has enabled their successful expansion in a challenging time for airlines. We collaborated on a wide range of research, strategy and design projects all with a Futures lens. Our work included extensive internal and public engagement, sector research, competitive analysis, and synthesis of ideas into themes and priorities. We looked forward to the post pandemic repercussions on work, business and leisure travel and staff recruitment. This involved analysis of passenger motivations, behavior, expectations, and their changing priorities and values, check-in, onboarding, flight attendant comportment, uniforms, refreshments, in-flight services, garbage disposal, deplaning and the social media implications of all the above.

Future Ready Customer Strategy
We translated our insights into the very practical and tangible customer touchpoints of online ticket purchasing, signage, baggage, check-in, food and drink, meal packaging, credit card adoption and loyalty programs, 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, and integrated systems.

The Porter brand of refined charm and style had to permeate everything in the strategy as we successfully helped to move this iconic brand into the next phase of their growth in a hypercompetitive sector.

Transit Wayfinding and Harmonization

Vancouver 2050

KerrSmith Design
550 Queen St. East, Unit 335
Toronto, ON M5A 1V2
416-703-5377