Fly Windies - Branding/ Identity/ Illustration Brief: Create a visual identity and re-brand the existing flightbased trade, haulage and leisure company Fly Windies, owned by Mike Hudson and based in St Barths in the West Indies.
Solution: The company revolves entirely around the light, 6 seater Piper Aztec aeroplane, which is the basis of the company’s new logo. The identity to fit with this is designed to be high quality but with a rustic/ hand-made appeal. This is in fitting with the small size and budget of the business, both of which are taken into account for any branding material.
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Fly Windies - Identity The logo is really the basis of the identity, and has been informed primarily by the make and model of the plane itself. The logo features the Piper Aztec model in aerial view, illustrated by hand in keeping with the identity of the company and the Caribbean environment that the company is situated within. The banner in front of the plane is another key part of the company’s
visual identity, as it is used across the range of products to tie everything together without the need to overuse the company logo. The banner is reminiscent of banners that aeroplanes pull across the sky for promotion, and is illustrated by hand several times across the range. In keeping with the company size and budget, nothing in the range is expensive to produce,.
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Fly Windies - Tone of Voice The company branding is reinforced by the tone of voice; a professional but overall friendly and relaxed personality. The audience in the West Indies are generally not familiar with large corporations and the more personal the company is, the better. This tone of voice is spread across the range of branding material and is supported by seasonal offers to clients.
Showing gratitude for business is important in retaining business, so favourable gestures including occasional gifts of wine are a significant addition to the friendly/ professional tone of voice and company brand.
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Fly Windies - Typeface Design The banners are an essential aspect of the company’s visual identity, and can be spread across even more promotional deals, products or services. Because there is such scope for further extension of this visual, the type that accompanies it has been created into a bespoke Fly Windies typeface. The typeface includes 7 glyphs and 15 characters found in the French
alphabet. The island of St Barths is frequented by Fly Windies and the first language is French as compared to English in most other Caribbean islands. To welcome the difference in language, cards have also been designed in French across the illustrative banners and the copy on the reverse.
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Fly Windies - Large Scale Branding The visual identity has been extended further to incorporate the design of the plane itself. The plane has a 1500 x 500mm decal featuring the Fly Windies logo banner design across both sides of the aircraft. A 40’ banner has also been designed to be pulled behind the plane in ocassional cases of company promotion. The banner rides 6’ high and can be attached to most light
aircraft, meaning the Fly Windies plane itself does not need to taken out of service for promotional displays. Compared to the rest of the company, this promotion is quite a lot more expensive and would need to be reserved for occassional use as an exciting extension of the brand identity.
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Fly Windies - Website The Fly Windies website needs to be simple and fast, as internet connections in many of the islands of the West Indies are not as fast as much of the rest of the world. This means that the website needs to be quick to keep up to date, also because Mike is always on the move and will almost always need to access it via a laptop or portable computer. The website shows details
about the company and the range of services that it provides, as well as contact details. The whole website also translates to French in an effort to keep full communication with the French speaking islands and maintain the business.
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