Shaping the future of Air Malta.

Air Malta Case Study 2

Air Malta

Creating the airline of the Maltese Islands.

Be 100% Maltese. It’s what the airline has always strived for. Our strategy and creativity has allowed Air Malta to put this at the centre of everything it does and stand for in a compelling and beautiful new brand identity.

The ChallengeRevolutionise and evolve the existing Air Malta brand strategy and creative offering to compete with the emerging competition and create greater awareness, preference, desire and advocacy for the airline itself as the preferred carrier to Malta, and in addition promote Malta as a preferred destination.

The IdeaAs a standard bearer, Air Malta must represent the truly diverse and authentic experience of Malta and one that is both as multi-faceted and as colourful and exciting as the islands of the Maltese archipelago. The Brand Identity must be anchored in the ‘truths’ of Malta and its unique history, geography and culture.

The SolutionDrawing on the creative concept of ‘Maltese Fusion’ to create a brand identity that is flexible yet consistent; that hints at and yet effectively captures all of the unique elements of the islands of Malta.

Air Malta Case Study 3

Air Malta

The cross on the tailfin is accompanied by colours and graphic patterns that are derived from and represent the historic and cultural diversity of the islands of Malta.

There are small but important details to the livery which include the use of Malti words of welcome, and interesting facts and trivia on highly visible points on the aircraft to remind passengers of the airline’s unique heritage.

‘The new Air Malta Brand is inspiring and represents the transformation and progressive nature of Malta as a nation.’Peter Davies CEO, Air Malta

Air Malta Case Study 4

Air Malta

The launch film told the story of the islands, the inspiration for the new brand look and feel, along with a reveal for the livery.

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Club Malta

Air Malta Case Study 5

Air Malta

A bespoke typeface is used to write phrases and words in Malti, the unique and distinctive Maltese language.

This creates a constant conversation with customers across the brand, from advertising to food packaging.

The new presentation of the cross with the airline name, and with a unique palette of colors helps to define Air Malta and differentiate along the touch points of the customer journey.

Air Malta Case Study 6

Air Malta

A brand identity that is flexible yet consistent; that hints at and yet effectively captures all of the unique elements of the islands of Malta.

The Brand Identity’s role in helping to project a more commercially viable, competitive and compelling airline will directly lead to the promotion of Malta as a destination.

Air Malta’s role in being the primary carrier to and from Malta for those that value a more ‘authentic and genuine’ Maltese experience builds upon the positive history and success of Air Malta.

Air Malta Case Study 7

Air Malta

Aligned to a business and operations model that is more efficient and commercially focused, the Brand can help to position Air Malta as a leading air carrier to, through and from the Maltese Islands.

The objective is to communicate and reinforce that a choice to fly Air Malta is to choose an experience that is colourful, authentically representative of Malta and is inspiring and informative.

At FutureBrand, every idea we have, every experience we create, every business we build is designed with this purpose in mind.

Peter Davies CEO, Air Malta

‘The work FutureBrand has done for Air Malta is a critical and valuable step forward towards the future success of this airline.’

©FutureBrand 2012