We created Navblue, the first customer-centric brand in a category where everybody only talks about their technological savoir-faire. They already had the powerful technology and data to put planes where they are meant to be: in the sky. But to be truly customer-centric, data alone is not enough. It must be combined with human intelligence.

So we took their data, and transformed it to reinject emotions and meaning at the heart of technological precision. An algorithm turns any kind of data into ever-changing skies of infinite possibilities of color, that can evolve in real time: the dataskies.

We created a brand experience deployed on all touchpoints: from the name Navblue, to the visual and verbal identities, communication, stationery, corporate & commercial websites and launch strategy.

To convey the idea that we all live under the same sky, but see it differently, we developed the Datasky Generator: an app to create a unique datasky generated from people’s own individual data, that can appear on luggage tags for clients, and bespoke business cards for employees. On their website, an upward scroll action replaces the usual downward website scroll, while the management team is pictured looking towards the sky, a far cry from traditional corporate photography.

The Navblue brand successfully realized the customer-centricity and language of simplicity that everyone was expecting in the industry. It was instantly embraced by several of the world’s largest airports and airlines: the technology is now implemented at the Zurich Airport, every major airport in Vietnam, and the Hawaiian Airlines fleet.

The distinctive brand identity successfully raised awareness of Navblue both offline and online. Navblue’s dataskies stand out at crowded trade shows with minimal investment in stall space, while the new website has produced 267 business leads since its launch 9 months ago. Social media engagement soared with 850% growth in social media shares and 210% growth in clicks between September 2016 and February 2017. In the B2B sector, known for low social media activity, Navblue’s social media reach increased by 320% in that same period.

We found out that all of Navblue’s current and future clients are united by the same contrast: a need for exacting scientific rigor—when the smallest mistake can cost so many lives—combined with a deep passion for aviation. They live and breathe for aviation, they are like kids when they talk about airplanes. The one place where both this rigor and passion meet: the sky. From this came Reach for the skies, a brand idea that puts the emotion of flying back at the heart of technological precision.

Airbus is the best at making airplanes. Now they want to become the best at making the most out of them: flight operations and air traffic management. The challenge: David and Goliath, or how to emerge in this complex category against two giants like Boeing and Lufthansa.