The objective was to refresh the Student Flights brand to be in-line with current youth orientated brands. The creative direction needed to be on-trend, relevant, inspiring and innovative and to ensure creative direction worked across owned and paid channels effectively.
The mandatories were to update the look and tone of voice, without changing the logo or losing the brand equity that has already been established. Messaging hierarchy for key customer segments, fresh design and an expanded colour palette also had to be considered.