Envisioning the new symbol for travel
About Project
Airblack is a member’s only travel club where the world’s best travelers help its members craft unforgettable travel experiences. Airblack members get access to an Airblack influencer on a personal chat, which allows them to take all crucial decisions such as which cities to choose, where to stay, where to dine, where to party, what fun things to do, and so on. Airblack members also get access to member-only rates on flights, hotels & experiences in more than 50 countries.
Airblack is a one-stop for all your trip planning and booking needs. Backed by Asia’s marquee VC fund, Saif Partners, they are reimagining how travel is planned and booked by the new age independent traveler.
Challenge
Airblack's online platform helps its millennial audience discover and craft the most exciting travel experiences. Growing at a steady pace, they wanted to build and improve their brand discoverability, recall, and loyalty.
Collaborated to help them connect with their audience on a deeper emotional level, ensuring recognition as a vital part of the travel planning experience now and in the future. Crafted a unique identity that communicated and cemented its positioning, making it memorable and beloved by its audience, and distinguishing it beyond its powerful functional and technological capabilities.
Process
Leadership workshops were conducted to understand the vision, story, and impact of the business. Immersing in the Airblack experience as customers, travel influencers, and staff members—through chat conversations and interviews—yielded real insights. It became clear that a new strategy to redefine their identity could evoke a sense of self-actualization in their young millennial audience, making them feel like a fundamental part of a broader community of expert travelers.
Developed the 'Orbis' to personify the proposition—an expression of ever-evolving 'travel and discovery' that identifies and resonates with the perpetual 'self' at its core. This monobloc form blends the expanse of possible travel discoveries through the compass, with the 'self' at the center, bracing the form together and providing direction. The Orbis serves as a fundamental symbol of Airblack's vision, aligning its communication across various platforms. The brand identity has been well-received in India’s startup community, increasing brand awareness by nearly 50% and driving a 20% rise in high-ticket travel transactions.
