SalamAir is Oman's first low cost carrier, launched through ASAAS's mandate to enrich the lives of the Omani people. SalamAir aims to facilitate cheaper and easier travel throughout the Sultanate and beyond.
How we won it?
We pitched for the SalamAir project against five global branding agencies.
Whether it was flying our team to Oman to immerse themselves in the culture, the late hours pouring over industry journals and trends or the tireless brainstorming and strategising; it was ultimately our passion and commitment for the project that won the client over.
The name of the airline had already been chosen so the brand already had a head start. Over a period of one month we ran a series of brand and strategy workshops with the clients senior team to gather their aspirations, desires and objectives for the SalamAir brand. We spoke to a number of Omani residents to get their thoughts on travel, their airlines experiences, what SalamAir means to them and what makes Oman truly unique.
Combining our interview findings with industry research we developed a compelling brand strategy for SalamAir. The brand strategy harmonised the identity of Oman and emotional appeal with the modern benefits of a low cost airline.
With the Brand Strategy approved unanimously by the senior team, we again sent our creative team to Oman to conduct in depth design research. The team spent a week in Muscat, Salalah and Nizwah, living and breathing the culture, eating the food, talking to the people, exploring the patterns and architecture. We created four identity routes, which were tested with Omani and non-Omani focus groups resulting in a clear preference. With the clients involvement along the journey we were able to settle on a final identity which was then finalised and applied across all key internal and external brand touch points including the aircraft and fleet livery.
What we delivered
- In depth research
- Brand strategy
- Brand identity development
- Brand refinement & rollout