Services
Strategy
Design
Experiences
Sectors
Aviation
Location
Hong Kong
Services
Strategy ,
Design ,
Experiences
Sectors
Aviation
Location
Hong Kong

Creating a brand for an ambitious aviation start-up

With the number of newly wealthy entrepreneurs within China rapidly rising, there are more high net worth professionals seeking a convenient, personalised and simpler way to travel. Though this service is still exclusive to the elite few, for a new brand to stand out and survive it has to offer an innovative and unique service offering to customers.

Challenges

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1

Differentiate in a competitive space

Create a compelling proposition for a new brand in a competitive, capital intensive market that requires differentiation that is delivered in practice at every level.

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2

Creative expression

Express this differentiation in a compelling and creative manner that positions clearly in the luxury travel and business services space.

Deliver across all channels and customer touch points.

Naturally formed

We drew inspiration from Amber Aviation’s Chinese name 天成 which roughly translates to “naturally formed”. Like a gemstone, Amber is created in nature and takes years to form. Although a start-up, the Amber Aviation team have unrivalled experience in the industry and had worked together over many years.

This idea, along with our findings from a brand workshop, acted as the basis for our work to create a brand language and visual expression.

Making a mark

The distinctive ‘A’ mark captures the concept of Amber’s innate leadership, and speaks to being an aviation partner for guaranteed success. It gives a sense of flying high over mountains and seas. It can also be viewed as a top view of a jet nose and cockpit window. The movement expressed in the mark captures Amber’s values of flexibility and transparency.

Everything about this identity is bespoke. The letters formed in this sans serif typeface were crafted to project the brand’s personality and sophistication.

High-touch website experience

With a large Chinese audience and growing international user base, our challenge was to create a user-centric website experience that was tailored to different users’ specific needs. The goal was to create a website that serves as a brand tool to attract customers as well as industry talent.

We created user personas, identifying user goals and mapping user journeys to create a pleasing user experience.

A seamless interaction when transitioning through service pages delivers the sense of an intrinsically connected service platform.

Dynamic imagery

Capturing authentic and dynamic imagery was essential in communicating the essence of Amber, and in creating a visual tone that accurately represents their value proposition.

Spatial fluidity

Sedgwick Richardson x Stylus Studio

The office environment is where the Amber brand can really come to life and be experienced. It was imperative to design a space that supported the values of “flexibility” and “transparency”, encouraging a fluid spatial experience.

Sedgwick Richardson helped us to define our purpose through the new brand platform, designs and website. Now we feel confident and excited to move forward.

Vicky Tsui
Vice President of Sales & Marketing and Customer Service

Awards

Transform Awards Asia Pacific 2018

  • Best visual identity from the transport and logistics sector – Bronze
  • Best use of a visual property – Highly Commended
  • Best strategic/creative development of a new brand – Highly Commended
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