AirAsia was fast approaching its 10 year anniversary. An airline that captured the imaginations of its customers and had become a truly international ‘local’ airline. But with 10 years of being the ‘fun airline’, was it time to mature; to speak in a clearer tone. Retain its fun, leftfield values but also know when to be serious.
Interstate was tasked to investigate the brand, to get under its skin and although celebrate the obvious success of the company, create a tone of voice that was new, clearer and smarter. After planning the roll-out, it started with a subtle but critical facelift of the world-famous logotype.