British Midland made the decision to enter the global airline market by joining Star Alliance and announcing new transatlantic services. They needed a new image, having spent two years designing a new brand and deciding on a new name with design specialists Landor Associates.

Our brief was to execute the launch, creating a high-impact experience that strongly reflected the new brand values – ‘speed with style and charm’ – and the company’s inherent and different kind of Britishness.

The creative idea worked on the principle of contrasts: the old and the new, the traditional perception of air travel and the speed, style and charm of the new bmi.

Client:

BMI