2025

NYC

CASE STUDY

AIR CANADA

TORONTO

AN AIRLINE TO EXEMPLIFY

THE BEST OF CANADA

ABOUT

After years of cost-cutting and a brush with adverse market conditions, Canada’s national airline set out to restore trust and pride—both at home and on the world stage.


In partnership with Winkreative, we helped evolve the brand’s positioning to rally teams and customers around a single idea: that every moment onboard is an opportunity for Canada to put its best foot forward. The result was a sweeping transformation of the brand—from aircraft livery to in-cabin service design—anchored in a renewed sense of purpose and national identity.

THE BIG PICTURE

AIR CANADA

THE HEADWINDS OF

GLOBAL AVIATION

OVERVIEW

At the time, the global economy was emerging from a period of volatility, and competition among international carriers was intensifying. Many airlines had begun investing heavily in their premium offerings—reimagining cabins, elevating service, and leaning into brand storytelling to win back discerning travelers. What's more, Canadians often criticized their experience with their very own flag carrier.


Air Canada approached our team with a clear mandate: to help the airline regain their appeal to Canadians, as well as step confidently into a global conversation, not just as a participant, but as a brand that could stand shoulder to shoulder with the world’s best.

THE PROCESS

AIR CANADA

HOW IT CAME TO LIFE

HOW IT CAME TO LIFE

CULTURAL INSIGHTS

01

We designed and conducted stakeholder and cultural surveys that revealed key points of friction experienced by both customers and team members throughout their Air Canada journeys.

We designed and conducted stakeholder and cultural surveys that revealed key points of friction experienced by both customers and team members throughout their Air Canada journeys.

BRAND POSITIONING

02

Building on insights from our cultural research—and leveraging Air Canada's existing core positioning—we developed an evolved brand strategy with the goal of aligning internal teams.

Building on insights from our cultural research—and leveraging Air Canada's existing core positioning—we developed an evolved brand strategy with the goal of aligning internal teams.

STAKEHOLDER ALIGNMENT

03

Using the evolved positioning as our foundation, we created a journey map that illuminated how team members and customers intersect with the brand.

Using the evolved positioning as our foundation, we created a journey map that illuminated how team members and customers intersect with the brand.

BRAND & NARRATIVE REFRESH

04

One of our key insights was that Canadians deeply wanted to feel proud of their national carrier. In response, we led a comprehensive visual refresh—reimagining everything from aircraft livery to how the logo appears across hundreds of stations.

CONTENT OVERSIGHT

05

We reimagined what an in-flight magazine could be. The result was NAVI—a modern publication with nostalgic touches, featuring beautifully designed timetables, route maps, and rich print storytelling. We also concepted, wrote, and produced a brand film to unveil the full scope of the work.

BRAND ACTIVATIONS

06

Given the sensitivity of the project, all work was kept tightly under wraps until a coordinated series of live unveilings. In a meticulously timed rollout across Toronto, Vancouver, and Montreal, we revealed the new brand to the world—generating significant earned media and nationwide buzz.

In Collaboration With:

In Collaboration With:

Winkreative

Winkreative

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