1. Envisioning the new positioning
and the brand identity of an airline
A “BRAND”
NEW SKY
Case Study
engage by mapping

2. INTRODUCTION
2
THE POWER OF OUR BRANDING
METHOD AND OTHER BUSINESS
STRATEGIES
Our work method is based on the
principles and techniques of Visual
Thinking. Visualization helps us to
think clearly and to simplify key
messages or concepts. Moreover,
through visualization we achieve
to transform complex information,
making it concrete and easier to
understand.
Many companies think they know
their customers, but do they
really understand their motives?
At last, when a company needs
branding, it wants to evoke a
positive emotional response that
turns customers into brand lovers.
Therefore, we strongly believe
in providing a holistic approach
focused on human being in order to
deal with any business challenge.

3. 3
OUR METHODOLOGY BENEFITS
Especially for this Airline, the
benefits obtained from our work
method based on Visual Thinking
Consultancy are very profitable to
design a communication campaign.
We explain below ourVisual Thinking
Consultancy benefits one by one:
: Each brain hemisphere
has different responsibilities
and ways of processing. Visual
Thinking will allow us to merge
the left and the right brain
hemispheres to complement
each other, so that we can come
up with better ideas.
: Our lean forward
strategic work sessions have
the best result working together
with multidisciplinary teams of
our client while we build on the
collective brain.
: Visual Language
expresses meaning and
ownership, because anyone
contributes to the outcome.
: We use
visualization as the perfect
catalyst to achieve our
objectives, since they don’t stay
any longer as an imagination in
your head. Drawing goals allow
us to have a sense of scale.
: A visual helicopter view
will provide us a better scope
of the project to see possible
challenges along the way and
arguments to going in a certain
direction. So that, we will be
motivated.
: At the same time,
visualization helps us to
memorize, to transform
abstract ideas into something
tangible and at last to create
concrete outcomes.
EXPLORE
Situation Map
THINK
Discovery Maps
SHOW
Visual communication

4. Rafael Vivas
Co-Founder of visualizamos
We could almost say that boarding
an airplane is almost similar to
start a new business challenge, when
we arrive in our destination we have
to deal with a different environment.
Equally, to succeed in an ever-changing
and complex world, we need an open-
minded team with creative thinking
skills in order to adapt to any situation.
Having experience and knowledge on
the best Visual Thinking techniques,
we aim to foster effective results within
organizations. We know that the right
use of Visual Thinking will generate the
in better outcomes in communication,
but also in generating ideas or solving
(complex) business challenges.
“
”
4
WHY WE BELIEVE IN USING AGILE

5. 5
The opportunity to create a
differentiate experience moved
us to participate by designing
our proposal for this Airline. The
challenge was related to the
creative development of the brand
and the launch of the new website.
We aimed at a younger target
audience and the ultimate goal
was to generate more traffic on the
website what would have to result
in more sales.
Like happens in any challenge,
the beginning is uncertain and
confusing, while you learn more
about a certain environment you
have to discover what is the real
problem you are trying to solve.
What is the consumer’s perception
of this Airline? What is the desired
situation? How can we get there?
Along this journey, it is important
to hold on that vision and trust the
process.
Our process is divided in three
phases:
this phase allows us
to settle targets for the project
development and that will include
a market research to be able to
learn the “language” of the new
strategic target audience.
on this phase we analyse
the data and draw conclusions
from what we captured in the
previous phase in order to start
building a customized proposal.
this phase will represent the
style and design of our proposed
creative concept.

6. EXPLORE
Thanks to the client’s help we
already had clear objectives on
mind, what facilitated us as a
great starting point to begin with
our exploration phase.
Marketing:
Spreading market share
Launch of a new website
Communication:
Raise awareness by a younger
target audience
Build loyalty in this niche market
Enhance the image of This
Airline
Using universal symbols to tell
stories
Publicity:
Create brand experience: live it
from the inside
Transmit emotions: behind
every flight you will find a
hidden love story
6

7. Market Research
What people say
What people will buy
Large samples
Broad insights
Quantitative
Looking back
Secure
Answers
Centred
Aspirations
User Experience Research
What people do
How people use a product/service
Small samples
Deep and focused insights
Qualitative
Looking forward
Valid
Questions
Context
Needs
7
Our first step was to get a better
understanding of the airline
business environment and their
customers. A research was needed.
Most of us were used to marketing
research, a systematic method of
collecting and analyzing data, which
is used to solve marketing problems
about customers, product, market
positioning, brand, promotion, etc.
To achieve the best results, we
recommend complimenting this
research with a User Experience
Research to generate a complete
picture of the customers real needs.
The difference between a market
research and a user experience
research is that a market research
tends to focus on large numbers,
demographics, how to segment
the market, what people will
buy and what people say rather
than what people do. On the
other hand, a User Experience
Research is mostly interested in
the qualitative understanding
of people, which means treating
them as individuals as they
have their own backgrounds,
objectives and interests. It is a
way to approximate what kind
of relationship people have with
a website or a product. This
research is especially focused on
the different behaviours of people:
what they do and how they
interact. Finally, these findings are
extremely important if you want to
add true value to your brand.
MARKET RESEARCH VS
USER EXPERIENCE
RESEARCH

8. THINK
8
EMPATHY MAPPING
The User Experience Research
started with in-depth interviews
and observations to gain essential
findings. Then, we were able
to create an archetype trough
empathy mapping, representing
the main customers of this Airline.
Empathy maps are a perfect way
to think through those who are
the users of the service, bringing
together the thoughts, feelings and
experiences of an individual. We
create the map to better understand
the clients and their relationship
with the brand/company. The maps
consider what a customer might
want from a service or product,
helping us to understand how
services/products could meet their
needs.
In addition, it generates focus
and benefits for content creation,
marketing and communication
(incl video). Communications will
get more reads and shares, as it
will be especially tailored to the
audience.

9. Beatriz González
Datos demográficos
Mujer
30 años
Grado en International Marketing
Vive en Madrid
Trabaja desde hace 5 años en Repsol
Ingreso medio : €32.000
Rol: Marketing Manager
Generation X (1961-1981)
Características claves/habilidades/ actitud
Uso Internet/Redes Sociales
Usuario frecuente de:
Estilo de vida
festivales
We created a better image of our
archetype.: Beatriz Gonzalez, who
represents the new younger target
audience. So that, we extracted
the following conclusions:
target men and women between
24 and 45 who are economically
doing well, who have a good
standard of living, who are
sophisticated and who have a
lifestyle without boundaries.
professional success, are natives
in terms of technology and
cannot live without their mobile
as faithful companion to all their
destinations.
built through many cultures,
they love travelling, whether
adventure, curiosity, friends or
going back home.
9

10. FOCUS GROUP
To validate our initial assumption,
we decided to conduct a focus
group made of a careful selection
of international individuals; one of
them frequent flyer from Greece,
another one from Netherlands, two
from Argentina and another from
Swiss. They exemplified the criteria
of the target audience and they
could represent the main group.
The focus group Program contained
activities specially designed to
unleash creative thinking:
A.
How could an airline increase
their sales through internet
nowadays?
B.
Discover the new value curve
C.
Discover the new value curve
D.
Why do you buy a plane ticket?
E.
Why do you travel?
The selected group with whom we
worked are people who fly on a
regular basis.
Name Lucía Baldur Marianna Flavia
Age 33 45 26 36
Work
travels
per year
- 35 - 4
Leissure
travels
per year
8 4 10 8
10
Lucía
baldur
FLavia
marianna

11. NEW POSITIONING
In order to develop the new
positioning we used a graph to
take a visual capture of this Airline
position against the Premier and
Low Cost Airlines, considering
essential values: price / quality,
transparency, freshness, flexibility,
punctuality, comfort, safety,
customer service, personal
attention and social media.
11
price transparency freshness flexibility punctuality comfort safety customer
service
personal
attention
social media
HIGHLOWMEDIUM
PREMIER
INTELIGENT OPTION
LOW-COST

12. 12
MODEL CANVAS
PROBLEMAS/
INQUIETUDES
ACTIVIDADES
CLAVE
MÉTRICAS CLAVE
PROPUESTA
DE VALOR
MENSAJE CLAVE
DE LA PROPUESTA
CANALES
PÚBLICO OBJETIVO
(PERSONA´S)
El público objetivo tiene
demasiadas opciones
fieles
Demasiada oferta &
competencia
ventas
Viajar ya no es algo
las clases sociales.
para comprar por
Internet
con plataformas de
buscadores de vuelos
Misma calidad de
precio menor
Trato personal
Horarios flexibles
cuidan de si mismos
vuelos
Volar por amor
Détras de cada vuelo se
esconde una historia de
amor
# destinos
Ventas
Redes sociales

13. 13
CREATIVE CONCEPT
The total outcomes are the result
of the main creative concept:
You fly because of love. Behind
every flight a love story is hidden:
love with your partner, friends or
family. We discovered that when
someone books a flight, it may
seem a cold act, but actually it
is not, as customers are in fact
strengthening a relationship, either
with their partner, friends, family
or even with a hobby or a country.
It can be seen as a declaration of
love.
Our new campaign proposed
for this Airline was born out of
the gathered insights plus the
inspiration to use the emotional
value and the universal symbol
of love. It seems to be influencing
the sales of airline tickets. With
a sophisticated, personal and
optimistic tone this Airline could
launch its new website with the
privilege and advantages of being
part of a VIP CLUB.

14. SHOW
Thanks to mapping out our ideas
graphically, creating a customer
archetype with a “real” face and
involving the final customer we
could visualize customers and
enhance the ability to build their
empathic understanding.
Mapping ideas is essential to come
up with the new branding strategy:
the creative concept including the
customized communication style.
14

15. 15
Then the main concept was
defined it was just a matter
of transforming it into a new
suggested visual communication:
Respecting the main house
style, we upgraded the
creative applications with the
new creative concept and
we represented it through a
promotional video, a carefully
re-designed logotype, the
claim, banners, advertisements,
website, social media,
communication style, etc. The
high-differentiated experience
we wanted to achieve made it
possible by using photographs
with a strong appeal for a
younger target audience. We
made it more dynamic by
applying illustrations and a
warmer tone of colours and by
using particular types of photos:
1 The young target audience living
the travelling experience (airport,
airplane).
2 The young target audience in
social situations live and online
(using technology, making
“Selfies”, etc.).
3 The young target audience living
unique experiences or doing fun
activities outside Madrid.
4 Details about the trip (with or
without people).
Vuela por amor
desde Madrid
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16. As you can see, making your
work visible reduces risks
and is practical to work in
multidisciplinary teams, as you
need to generate a shared vision,
and translate it in actions and
results within a short time.
Do you need to rethink your
branding strategy or do you want
to find out how we can help you
further in any other business
challenge? Contact us for
personalized advice.
16

17. Casa del Lector. Matadero de Madrid.
Paseo de la Chopera 14. Madrid. 28045. Spain