Portfolio
De Havilland
De Havilland Worldwide Limited provides aircraft sales, brokerage, acquisition, management, leasing and flight operations on a global level. The family has been synonymous with aircraft manufacturing since 1910 and the latest business incarnation was established by John de Havilland to assist vendors and procurers of corporate jet aircraft.
Brief
The services of Landau Reece were deployed to update De Havilland’s logo and design a brochure which would be the first brand contact for potential customers. Branding was also rolled out to other company communications such as business cards and stationary, with Landau Reece finding a suitable paper stock for this upmarket company.
Objectives
- To inform the audience on the full range of services the company has to offer.
- To create an identity that would install a sense of trust and prestige to the brand, which already has historical achievements attached to the family name, but maintaining a cutting edge profile suitable for enticing the jet set crew who want to be assured they are going to get the latest in technology.
- To provide marketing materials that would act as a taster to potential new clients, encouraging them to contact the company to receive further information.
Solution
- The logo was chosen to incorporate the classic image of a pilot’s wings badge giving it a sense of authority. The colours of blue and silver/grey were then applied to bring the brand in to the 21st Century and make it more appealing to the viewer.
- The brochure length was purposely left short in order to act as a hook to new clients. This was counteracted with using a high grade of paper stock that maintained the feel of the brochure as a substantial, high-end piece of marketing literature. By applying a silver foil to the logo on the front cover, it not only looked great against the sky blue backdrop, it gave the brand an exclusive, attractive quality that readers would be hard pushed to resist.
- The ratio of image to text space was approximately 2:1, giving the brochure a coffee table book feel. This was purposely chosen to stimulate the reader into forming their own opinions of how a jet would benefit them, accompanies by salient points of text.
- The front cover of a sky scene interspersed with cloud trails to hit home the benefits of the service and ultimate product. Blue-sky thinking where anything is possible directly related to he communications objectives of the De Haviland to sell a lifestyle concept.
- Landau Reece managed the design, print and production of the brochure and associated materials.