Evolving a premium travel brand for a more global audience.
DiamondAir had grown significantly and its existing identity no longer reflected either its target audience or the level of service the business was delivering.
Create a more premium identity for an established luxury service without losing trust.
The business serves elite travellers across major airports, so the brand needed more elegance and refinement than the previous identity could provide.
Form used softer aqua tones and grey accents to create a quieter premium feel appropriate to luxury concierge services.
Use restraint rather than obvious luxury clichés.
The new brand moved toward softer colour, cleaner typography and more controlled layouts.
The system was designed to feel high-end across both customer-facing service material and corporate communication.
A closer look at the project.
The work in motion.
Take the identity beyond the core brand.
Form produced brochures, stationery, clothing and online/offline campaigns as the new look rolled out.
The same principles then informed three sub-brands: Airport Concierge, Airport by Invitation and Platform Concierge.
A more refined parent brand with enough structure to support an expanding family of premium services.
DiamondAir gained a consistent luxury identity across core services and new sub-brands while preserving the confidence of a long-established business.
