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SGK's Brandimage Helps Air France Travel Upmarket


Engaged in an ambitious upmarket strategy, Air France is undertaking a transformation to reassert itself as a global reference. The airline aims to offer its customer’s the best travel experience thanks to attentive service and high-quality products.  


Building on the brand positioning “a global company of French inspiration, that makes travel a high quality and pleasurable experience in a spirit of openness and with elegance”, Brandimage developed an a comprehensive airline branding strategy for a complete overhaul of all customer touch points.


Brandimage gave life to this lofty goal by accompanying the customer all along its journey, from booking tickets to the experience at the airport and on the flight: for every step the design of the visual territory has been thoughtfully adapted. All of the brand’s expressions have been orchestrated with care to affirm the brand’s unique personality and reflect its values.

Among the most significant implementations offering Air France passengers a totally new travel experience are the new airport lounges already opened in Paris and New York, the totally redesigned cabin environments - from First (La Première) to Economy – and the digital applications.

This renewed creative interpretation endows Air France with a unique and distinctive brand personality that continually evolves and upgrades its assets.


EXPERTISE: architecture, brand identity, branded interiors, graphic design, industrial design, retail experience, signage