(Delta Air Lines)
(Connie, I’ll post review shortly… Anything interesting
you’d like me to share in it?)
Response from: Connie Birdsall
Sent: Monday, April 30, 2007 8:26 PM
To: Tony Spaeth
Subject: Re: Delta
Hi Tony,
Just got home
[from the Atlanta launch event]. Well the Delta logo has always been
very sacrosanct - so it was part of the design criteria to honor the
76 year heritage of the organization. We wanted to do something bold
and simple -"surprisingly straightforward" that would be less
complicated for them to paint - saves almost half the time and money
with this livery design versus the previous "flowing fabric". The
identity was done completely at Lippincott - the advertising partner
is SS+K - they were the Song airline agency of record - so you will
see a complete new advertising campaign launching this coming Monday
that will also have a very straight forward voice of the refreshed
brand.
The livery design
is called Onward and Upward. The client is really happy - the
process was incredibly smooth and they have been just about the best
people I have ever worked with. Tonight the facilities at JFK and
LaGuardia will begin their transformation. That said, the identity
is just the tip of the iceberg of a much larger brand experience
program that will continue to roll out over the next couple of years
focusing on delivering a better customer experience and also an
integrated employee program all around living the brand.
We developed a
very active employee intranet site that has been live for the past
three weeks leading up to this week that has been incredibly active.
Delta will relist this Thursday on Wall Street - so festivities are
planned for the entire week. The executives are doing a barnstorming
tour to all the major cities over the next two weeks.
Like the
continental program we had an Employee Brand Council that worked
with us on a very close basis over the past nine months. Today was
their day - a huge launch in the hanger in Atlanta - with live
satellite feeds to all the major hubs - I think there were over
5,000 people and they had to turn many away. The brand council
introduced the livery and talked about the amazing change at Delta
and how this is a symbol of the new company and how it expresses
their bold and reenergized culture. It was pretty great to be
there.
Hope you like it.
All the best,
Connie
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Connie Birdsall
Senior Partner, Creative Director
Lippincott Mercer |
