The Client
CommuteAir
CommuteAir is a reputable, modern regional airline and United Express partner supporting the global United Airlines network in the United States and Canada. Operating with hubs in Denver, Houston, and Washington Dulles with maintenance bases in Lincoln and Albany, CommuteAir brings a heightened level of professionalism and distinction to the airline industry.
The Task
Transcending a Sky of Sameness
With an alarming shortage of pilots, flight attendants, and flight crew across the globe, CommuteAir asked W.Bradford to develop a stand-out brand identity within the larger industry. W.Bradford’s team of marketing professionals knew it would be crucial to deliver an unmatchable differentiator as airlines upped their pay and fought hard for employees. This meant positioning CommuteAir as an innovative aviation player with the right culture for rising aviation talent in all airline branding deliverables. Content should be smart, creative, and sincere in order to resonate with the target audience at a pivotal time.
The Campaign
Preparing a New Brand for Takeoff
To ensure a smooth flight for CommuteAir’s new airline branding, the W.Bradford team assessed CommuteAir’s priorities.
First, W.Bradford set out to evolve the brand across all key channels: strategic logos, brand guidelines, content calendars, business cards, digital assets, apparel, and beyond. The creative team initiated a strategic color palette to set CommuteAir apart from its traditional red and blue airline counterparts. W.Bradford also leveraged CommuteAir’s increasing tangible employee benefits, family atmosphere, and growing diversity initiatives to set the airline apart in all messaging.
W.Bradford pressed go on an entirely new website for the regional airline. The team set out to Houston for a video and photo shoot at CommuteAir’s flagship base to ensure the airline was portrayed impressively in all campaign communications. These assets would be pivotal in the final execution of the campaign.
Having assets, creativity, and strategy on board, it was time for CommuteAir’s grand reveal.
First, W.Bradford set out to evolve the brand across all key channels: strategic logos, brand guidelines, content calendars, business cards, digital assets, apparel, and beyond. The creative team initiated a strategic color palette to set CommuteAir apart from its traditional red and blue airline counterparts. W.Bradford also leveraged CommuteAir’s increasing tangible employee benefits, family atmosphere, and growing diversity initiatives to set the airline apart in all messaging.
W.Bradford pressed go on an entirely new website for the regional airline. The team set out to Houston for a video and photo shoot at CommuteAir’s flagship base to ensure the airline was portrayed impressively in all campaign communications. These assets would be pivotal in the final execution of the campaign.
Having assets, creativity, and strategy on board, it was time for CommuteAir’s grand reveal.
The Results
Soaring Above the Competition
Thanks to W.Bradford, the CommuteAir rebrand added another unique advantage to the airline’s branding and competitive positioning—not only as a leading carrier for United Express, but as a home with the right culture for aviation talent. Between the rebrand, strategic campaign elements, and website redesign, CommuteAir was left soaring above the competition.
