MenuA global transportation brand takes off
Capabilities applied- Brand architecture
- Brand audit
- Brand consulting
- Identity design
- Identity standards
- Implementation
- Website development
The situation
Canadian Helicopters Group Inc., the largest helicopter transportation services company operating in Canada, had acquired Helicopters NZ, New Zealand’s largest helicopter operator with bases in New Zealand, Australia, Laos and Cambodia. They also decided to rename the corporate company HNZ Group Inc., in part, to end the confusion with CHC (their former owner prior to 2000). A new brand identity was required to unify the company under one brand.
Our actions
A comprehensive identity system was developed to include the HNZ brand name, as well as Canadian Helicopters (the name retained for operations in Canada), HNZ Topflight (the advanced flight training school in Penticton, BC), and maintenance operations operating under different names in Langley, BC and in Idaho. The final logo was selected from a large number of initial concepts shown to the client. These were narrowed to four concepts when presented in the second round. Further refinements were made after each round until the final logo concept was selected in the fourth round of presentations.
A series of ads, created for launch of the new name and identity, appeared in major newspapers in Canada, New Zealand and Australia at the end of September and early October 2012. A small launch brochure and e-blast were also used to launch the new name and brand identity. Full stationery packages for all bases and operations was produced. New web sites for HNZ Group and for Canadian Helicopters were also ready for the brand launch and a new trade show booth was created to increase the company’s presence at industry trade shows. Standards for signage, uniforms, livery and promotional items were distributed in addition to interim brand identity guidelines, while the comprehensive graphic standards manual was currently being finalized.
The results
Response from HNZ customers was very positive, as has been the response from both external and internal audiences since the brand launch in September 2012.
