As the world’s largest independent aerospace parts distributor, Satair supplies more than 50,000 different parts to aircraft operators and manufacturers. It also delivers supply chain solutions that help customers achieve greater efficiency.
A pie in the sky
For years, Satair ran a successful business and acquired new business around the world without investing heavily in branding. However, fierce competition from cheaper rivals and demands for added value from customers led to the need for a single distinctive brand which was relevant both to the global aviation market and Satair’s own employees. The newly-defined brand needed to:
- Secure new distribution contacts from aircraft parts manufacturers, particularly of high-end part
- Develop Satair value-added products and services such as total supply chain and inventory management solutions
- Be expanded, particularly into the US and emerging Asian markets
Defining the brand
Its agency, Cross Border Communications (CBC), conducted a series of interviews with the company’s employees around the world, including senior executive teams, country managers and representatives from all business units. The aim was to identify what Satair stood for, how it differed from its competitors and how customers benefited from working with the firm.
Satair has three distinctly different customer groups: aircraft manufacturers, aircraft operators and aircraft parts manufacturers. In addition to the three customer groups, the creative idea had to appeal to employees as well as shareholders. It also needed to work in all geographical markets and media.
Results
The heart of the branding concept was ‘uptime’, which is the measure of success in supply chain management. This was illustrated by the shadow of a flying aeroplane, as a witty metaphor and appeared in all advertisements, in trade publications and on sales literature.
A brand launch newspaper, ‘Flash screensaver’, and posters were produced to educate and motivate Satair employees.
Satair’s corporate identity needed to support the brand and so CBC designed a more aerodynamic logo plus corporate stationery, signage, exhibition stands and design grids. Satair’s new updated profile greeted customers at the company’s facilities across the globe.
Camilla Gregor Shuricht, marketing manager at Satair, says, “The creative concept and the new materials have been very well received. It’s helped unite the company internally, and it differentiates the brand externally. We believe it is a sustainable platform that will support Satair for years to come.”
