the new adventure BRAND STRATEGY BOOK
PAN AM // THE NEW ADVENTURE
PAN AM BRAND HISTORY
DESCRIPTION: Originally founded as Pan American Airways in 1927, this air carrier had an infamous blue globe logo that is still widely recognized long after the enterprise’s collapse in 1991.
HISTORY: When the company started, it was a scheduled air mail and passenger service between Key West, Florida and Havana, Cuba. Pan Am is credited with changing the airline industry with the use of jet aircrafts, jumbo jets and computerized reservation systems. In 1988, Pan Am’s flight above Lockerbie, Scotland was bombed, resulting in 270 deaths. More than 100 families of the victims filed lawsuits against Pan Am, totaling over $300 million. The company went out of business 3 years later. FUTURE POSSIBILITIES: Though Pan Am is no longer in operation, the old logo is still widely recognized. There is a vintage nostalgia associated with the aesthetics of the brand that would be helpful in reviving the enterprise. Pan Am has the potential to be rebranded into a modern and socially connected entity that taps into the largest, yet underserved current traveler market via mobile applications.
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BRAND TIMELINE
1991 ceases operations. Pan Am
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1988 Pan Am flight over Lockerbie, Scotland is
bombed, resulting in 270 casualties
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and $300M in lawsuits from victims’ families.
1980 The enterprise absorbs
National Airlines.
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1976 The first ever non-stop flight from
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Los Angeles to Tokyo.
1968 Twenty-five 747 aircrafts are purchased and rolled out for use.
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1927
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founded
Pan Am is . Flights are operated between Key West, Florida and Havana, Cuba.
1935
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The first regularly scheduled
Trans-Pacific
passenger and mail service begins.
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1939 The first regularly scheduled
Trans-Atlantic passenger and mail service begins.
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1942 Pan Am completes a
round-the-world flight, becoming the first airline to do so.
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1955 Pan Am is the first to order and operate the
Boeing 707,
which would set the industry standard.
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current competitors
AMERICAN AIRLINES DELTA CONTINENTAL AIRLINES LUFTHANSA UNITED AIRLINES
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PAN AM // THE NEW ADVENTURE
ANCILLARY COMPETITORS
AMTRAK GREYHOUND MEGABUS UNION PACIFIC COACH USA BUSBUD
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PAN AM // THE NEW ADVENTURE
FUTURE COMPETITORS
BUMBLE MEETUP SKOUT TRAVELBUDDIES HEYLETS GOGOBOT EVERY TRAIL COUCHSURFING HOSTELWORLD AIRBNB
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PAN AM // THE NEW ADVENTURE
THE NEW ADVENTURE
BRAND SOUL:
Through exploring the world and forging human connections, you discover yourself.
BRAND MISSION STATEMENT:
To provide individuals with the means to travel and experience the world and connect with others in order to find their true selves.
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BRAND STRATEGY BOOK
We believe that not all who wander are lost. When we wander, we courageously embark on a journey of deep self-discovery and kinship with others. Personal growth is a lifelong adventure.
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past BRAnd grid
PAN AM
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FUTURE BRAnd grid
Pan Am P an Am
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BRAND STRATEGY BOOK
REPOSITIONING STATEMENT
Once solely an airline company, Pan Am now fearlessly ventures into new territory AND BEGINS A NEW ADVENTURE. Pan Am believes in aiding individuals with the means to explore the world and in turn, foster self-discovery. Individuals do not need to be emotionally lost or experiencing an identity crisis to benefit from our new resources, as we believe everyone can gain from personal growth. In the past, we only offered domestic and international air travel, but are extending the brand to phone applications, social media platforms and travel products. By connecting with others and experiencing the unfamiliar with Pan Am along for the ride, life is limitless. There is no exclusivity as to who can benefit from these journeys. The only requirement is a strong desire to move toward personal growth.
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COMPANY REBRANDING KEYWORDS:
Sunny Bohemian Nomadic
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KEYWORD: Sunny
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PAN AM // THE NEW ADVENTURE
KEYWORD: Bohemian
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KEYWORD: NOMADIC
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PAN AM // THE NEW ADVENTURE
CUSTOMER PERSONAS
THE LATE BLOOMER THE ADVENTURER THE THRILL SEEKER THE PLANNER THE OPPORTUNIST
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BRAND STRATEGY BOOK
SHARON THE LATE BLOOMER
PROFILE
Sharon spent most of her life tending to her family. Now her children are all grown up and have moved away, and she is divorced. She maintains an amicable relationship with her ex-husband. She has spent her life living for others, and suddenly feels as though she does not know her purpose or identity anymore. Sharon entered a contest at the grocery store, and won. She was awarded $4K that she is allowed to spend on any trips of her choice. Shortly after winning, she quit her job as a telephone operator and has been alone on the road in her 1988 GMC van for the past 6 months traveling the country. She aims to do as many activities, see as many sights, and meet as many people as possible while on her trip. AGE
☼ 58 LOCATION
☼ Phoenixville, Pennsylvania RELATIONSHIP STATUS ☼ Divorced/single OCCUPATION
☼ Currently unemployed while traveling INCOME
☼ Is living off her savings of $65,000 ☼ Won $4,000 toward trips of her choice
I spent most of my life raising my children and being a housewife. now it’s my time to meet others and experience everything that i can.
LIKES
☼ Discussing new ideas with new people ☼ Meditating ☼ Sharing her travels and stories on Instagram ☼ Crafts ☼ Reading DISLIKES
☼ Feeling restrained in her activities ☼ When her van breaks down
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CRYSTAL THE ADVENTURER
PROFILE
Crystal is a maker. She doesn’t feel satisfied if she isn’t constantly being creative. This extends from her professional life to her personal life, as she dabbles in new ideas, interests and ways of life all the time. Crystal very rarely turns down an adventure. She is in a new relationship with a partner that also enjoys traveling. When he is unable to travel with her, she goes with friends or by herself. She sets her own schedule since she is a freelance designer, and is able to do her work remotely from any location. This gives her the opportunity to travel nearly anywhere at anytime, as long as she can afford it monetarily. She is very outgoing and social and loves meeting new people. She believes the best method for personal growth is to experience as many things as possible. AGE
☼ 26 LOCATION
☼ San Clemente, California RELATIONSHIP STATUS ☼ In a relationship OCCUPATION
☼ Freelance graphic designer ☼ Bartends weddings on the weekends INCOME
I WANT TO SEE IT ALL. TRAVELING AND LEARNING UNTIL DEATH IS THE ONLY WAY TO DIE A WHOLE AND COMPLETE PERSON. I’M NOT GOING TO SIT AROUND AND WASTE MY ONLY LIFE.
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☼ $34,000 annually LIKES
☼ Art, fashion, ceramics and photography ☼ All animals, especially sloths ☼ Playing and listening to music ☼ Deep, true friendships ☼ All types of adventures ☼ Instagram DISLIKES
☼ Not being able to find an adventure buddy ☼ Having her freedom restricted
BRAND STRATEGY BOOK
LEE THE THRILL SEEKER
PROFILE
Lee is in a long-term, tumultuous relationship, in which he enjoys the thrill of the constant drama. He finds real joy in anything that gets his adrenaline pumping and puts his safety at risk, including extreme sports and street drugs. He throws parties in his penthouse apartment regularly. Lee constantly travels, and mostly does so with his girlfriend. As a lawyer, he makes a lot of money, which he excessively spends however he pleases. He will do nearly anything at any time. He doesn’t have many long-term friendships, but is always up for meeting new people, especially daring ones. AGE
☼ 35 LOCATION
☼ Denver, Colorado RELATIONSHIP STATUS
☼ In a complicated relationship OCCUPATION ☼ Lawyer INCOME
☼ $158K annually LIKES
☼ Extreme sports ☼ Marijuana and other street drugs ☼ Partying ☼ Traveling to far away places ☼ Women DISLIKES
☼ Social media because he is paranoid of incriminating evidence ☼ The idea of monogamy
I’M NOT LIVING LIFE TO THE FULLEST IF I’M NOT AT LEAST A LITTLE SCARED. DARING TO RISK EVERYTHING IS WHAT MAKES LIFE WORTHWHILE.
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RICKY THE PLANNER
PROFILE
Ricky is a very sweet, structured and somewhat inflexible person. He gets an idea of what he would like, and sticks to it. He is open to new adventures, but needs to do research before committing to embarking on them. He is very introverted and has a difficult time talking with people that he doesn’t know well. However, he would very much like to change this. He hasn’t had a girlfriend in over 8 years because he is so shy (though the ladies try!). He spends most of his time learning new skills and trying out new hobbies such as playing instruments, brewing kombucha, cycling and playing video games. His little sister is his best friend and confidant. AGE
☼ 37 LOCATION
☼ Nyack, New York RELATIONSHIP STATUS ☼ Single
OCCUPATION
☼ Groundskeeper INCOME
☼ $55,000 annually + varying bonuses ☼ $8,000 in savings
THERE’S TOO MUCH TO BE LEFT UP TO CHANCE WHEN TRAVELING. I’D MUCH RATHER CAREFULLY PLAN MY TRIP THAN RUN INTO TROUBLE.
LIKES
☼ Trying new activities that challenge his mind ☼ Spending time with family ☼ Situational video games ☼ Physical activity ☼ Reading DISLIKES
☼ Being in large groups/crowds ☼ Not having a strict plan ☼ Social media ☼ The unknown
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MARISA THE OPPORTUNIST
PROFILE
Marisa recently was dumped by her boyfriend of 4 years. In attempt to heal her broken heart, she is experimenting by trying many new things, meeting new people, and going new places. Lately, when someone proposes an adventure idea or trip, she says yes. She has her own accupuncture practice out of her home, and has some freedom in setting her own schedule. She lives alone with her cat. Marisa spends a lot of time being introspective and thinking about the meaning of life and love, even more so since the breakup. She is not actively pursuing another relationship quite yet, but isn’t totally opposed to the idea if the situation presents itself. AGE
☼ 23 LOCATION
☼ Seattle, Washington RELATIONSHIP STATUS ☼ Recently single OCCUPATION
☼ Accupuncturist and holistic healer INCOME
☼ $50,000 annually LIKES
☼ Discussing the metaphysical ☼ Road trips ☼ Salsa dancing ☼ Meditating ☼ Facebook ☼ Skyping friends from around the country DISLIKES
☼ Closed-minded people ☼ Inertia
I THINK THE ONLY WAY TO HEAL MY BROKEN HEART IS TO REMEMBER WHY LIFE CAN BE GOOD. I NEED TO MEET PEOPLE THAT HAVE BEEN THROUGH SIMILAR EXPERIENCES TO MINE.
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LOGO IDEATIONS
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LOGO DEVELOPMENT
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BUSINESS SYSTEM
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BRAND APPLICATIONS
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BRAND EXTENSIONS TRAVEL GEAR
Traveling is always more enjoyable when you’re prepared for it. With Pan Am’s line of traveling gear, adventurers can be sure that all is taken care of. Suddenly faced with a road that has a river running through it in Panama? Slip Pan Am’s extra grip sole sandals on. Got stuck in some brush in the Amazon? Use the pocket knife to free yourself and get back on the trail. When a traveler packs Pan Am’s gear with them on their trip, risks are mitigated, worries are few, and the joy of the journey can take over.
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PAN AM // THE NEW ADVENTURE
BRAND EXTENSIONS PHONE APPLICATION A great approach to self-discovery is through travel. Experiencing new ideas, cultures and people are greatly beneficial to understanding and forming one’s own sense of self. It is necessary to embark on adventures to experience this growth, however, it can be difficult when traveling alone. Many travelers will aspire to do and try certain things, but will not do them on their own for lack of confidence and security. Having an adventure buddy can help make this happen. With the Pan Am app, individuals on excursions can find and post activities in their current locations, affording others the opportunity to join them. The app also allows users to share their photos and experiences of their adventures. To further the individual’s self-growth, the app also includes a guided meditation feature as well as a virtual journal.
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PAN AM // THE NEW ADVENTURE
BRAND EXTENSIONS HOSTEL Staying in a hostel is an amazing way of experiencing a multitude of cultures and personalities. Open up, learn and connect with other travelers that you might not have met otherwise. Plan large and small adventures with the help of our knowledgeable staff, join us for trivia nights in the lounge, and practice meditative yoga in the mornings. Staying in the Pan Am hostel is affordably priced and sure to make any traveler’s trip a more peaceful and enlightening experience.
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