From the archives: Reaffirming a global leader

24 July, 2019 Share socially

As the strategic brand consultant for British Airways in the 90s, FutureBrand worked closely with the UK's national flag carrier to develop and launch key branding initiatives across the organization.

Our deep understanding of the British Airways masterbrand enabled us to apply strategic thinking to all aspects of the business, including cabin brand experience for First Class and Club World. We created and implemented the hugely popular Terraces lounge concept and, the flagship First Class lounge and Molton Brown Spa at London’s Heathrow Airport.

Following a change in business strategy in 1999, we worked with British Airways to develop their brand positioning, bringing service and status back into their corporate language. The positioning and livery were codified in a brand book with a complete set of communications guidelines.

We are proud of our role in developing the brand experience for such an iconic British brand, setting new standards of excellence throughout the industry and helping to reaffirm British Airways as one of the world’s leading airlines.