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Rebranding The Air Charter Association. When it was time to develop The Air Charter Association branding, business aviation specialists, Design Inc were approached. To mark the organisation’s 70th Anniversary, a name change and complete rebrand was planned. Modernising and making a break from the historical links with the Baltic Exchange. And, following a RFP, Design Inc won the account and was selected for this key project.
Following our proven and rigorous strategic and creative processes, our design work was fine-tuned for review by the Association. The preferred new identity design selected from the concepts presented is a visual play on a tick and a stylised aircraft silhouette. This underpins the role of The Air Charter Association in promoting governance within the sector.
The brief also required that the logotype and device developed by our creative team should to be modern, accessible and at the same time reflect the identity of a global, trusted and established organisation.
In addition to the brand identity, Design Inc designed a completely new website. As we coded and managed the existing association website – we were ideally placed to integrate the functionality behind the new branding.
The back office integration with aspects such as the CRM software and member database is also being carried out by Design Incorporated and the site will be securely hosted on our own dedicated servers.
The Air Charter Association’s role in promoting, lobbying, informing and representing member’s and the industry as a whole is now more usefully laid out from the visitors perspective.
The overall UX is more like that of a best practice ‘mobile first’ site in the style of a commercial charter or management company. The imagery has been upgraded across the site and users may search for member organisations.
Compliance, Careers, Next-gen and Why Charter? are core content areas that have been reorganised with improved visibility in the mix.
The new branding was unveiled at the 70th Party and well received across all stakeholder groups.
‘The new Air Charter Association branding gives the association a much clearer identity to stakeholders and partners it really cements in everyone’s minds what The Air Charter Association is here for and who we represent. We’re a global trade body with over 250 members around the world, ranging from business jet operators to airports, charter brokers to cargo airlines and from supporting industries such as fuel providers to insurance brokers, banks and the majority of the leading aviation law firms. It’s been a great 70 years as BACA, but the time is right to drive the organisation to its full potential now and the Council and executive are really excited about the future as The Air Charter Association’.