Brief

Buzz had been launched a year prior to our appointment to the team. It was gaining some recognition but was lacking understanding. Consumers didn’t realise it was a low cost airline. The launch identity was overly complex whilst lacking breadth and flexibility, resulting in a different visual style for the ad campaigns. Any recognition gained through advertising wasn’t fulfilling brand build.

Response

Working as a united brand team with marketing, the ad agency and the PR agency, we established buzz’s positioning as ‘the low cost airline that gives you more’ – a quality-led value offer. We developed the identity to convey a character of friendly authority – to reflect a service-focussed low cost airline brand, which you can feel reassured about. The identity focussed on consumer benefit, not just price, and easily extended across all communication mediums, including TV ads that stylishly animated the buzz illustration style and iconic plane logo.