Case Study · Brand Development · B2B

Client

Air India SATS

Aviation services,
branded with legacy

Strengthening brand image, identity and content for AISATS - distinguishing its services while carrying forward the trust and legacy of the Air India name.

Legacy

Identity built on Air India trust

Photoshoot

Full operational brand assets

Content

Integrated content strategy

Client

Air India SATS (AISATS)

Industry

Aviation services

Region

India

Duration

Ongoing

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The Client

A legacy name, in aviation services.

The journey of Air India took off in 1932, sparked by the passion of J.R.D. Tata. AISATS, a brand under the Air India umbrella, carries that legacy and trust. As a leader in the aviation services industry, AISATS needed to create and distinguish its brand image and services.

Industry

Aviation services (ground & cargo handling)

Service focus

Brand development, marketing & content

Region

India

The Challenge

Distinguishing a brand, inside a legacy.

Despite being an industry leader, AISATS faced the challenge of creating and distinguishing its brand image and services within the wider Air India identity.

Distinct image

Creating and distinguishing the brand's image and services in the market.

Carrying legacy

Strengthening an identity that already carried Air India's trust and legacy.

Operational story

Capturing complex operations - air traffic control, equipment, ground handling - as brand assets.

Consistent content

Harnessing content to reflect the brand consistently across collaterals.

Our Approach

Deep research, then deliberate brand-building.

From deep research to brand development, The Brand Bee left no stone unturned to meet AISATS' expectations.

Identity & legacy

Strengthened the already-established brand identity, building on the trust AISATS carries as an Air India brand.

Brand photoshoot

Managed a major brand photoshoot covering air traffic control, equipment, ground handling and operations.
Created distinctive operational imagery to anchor the brand's visual language.

Content strategy

Built an integrated content-creation strategy reflected across the brand's collaterals.
Currently working on ongoing collaterals and leaflets in close internal and external collaboration.

Capabilities enabled

Brand developmentBrand marketingContent creation

◆The Work

The creative that carried it.

A look at the work The Brand Bee produced for Air India SATS.

Brand & Identity

The brand, built to be seen. Identity and visual language designed for recognition and recall.

Content

Content that does the work. Crafted to inform, engage and rank.

Open brochure

Craft

The detail in the work. Considered design across every asset.

Results

A distinguished brand, activated.

A fixed brand identity, sharper marketing communication, and an offline activation strategy.

Identity

Brand identity fixed and strengthened

Activation

Offline brand activation strategy

Ongoing

Collaterals & leaflets in production

Worked in an innovative way with AISATS by fixing its brand identity and developing its marketing communication.
Created an offline brand activation strategy that offered stakeholders an immersive brand experience.
Currently producing ongoing collaterals and leaflets through internal and external collaboration.

The Outcome

Legacy, made distinct.

Through deep research, a strengthened identity, a major operational photoshoot and an integrated content strategy, The Brand Bee helped AISATS distinguish its brand and services - honouring the Air India legacy while carving out a distinct presence.

Deeptanshu Bansal

Founder & CEO, The Brand Bee