THE PROJECT
Since we’d last updated the Charlottetown Airport’s branding, the facility has grown both figuratively and literally. As the provider of creative services to the airport, Graphcom worked with our colleagues at Dashboard Marketing to reflect those changes by updating the airport’s brand. Formerly Fly PEI, the Island’s premier airport was re-branded YYG Charlottetown Airport in reference to its airport code.
This new name was determined after Dashboard completed an exhaustive strategy consultation that also indicated the best marketing direction the airport should follow. Dashboard’s consultation included an industry SWOT, quantitative and qualitative research, one-on-one interviews and focus groups, among other exercises.
To reflect the core values and personality as understood by the resulting document and consultation, Graphcom developed the new logo design and visual theme, and produced onsite signage and support materials. It was key that the brand showcased the colours of Prince Edward Island — red, blue, green — while maintaining a professional stature and welcoming character. The YYG brand was revealed in 2020 in both the airport’s 2019 annual report and brand book.
Graphcom’s work updating the airport’s brand also included, significantly, a re-working of its website, beginning with a website audit that revealed search engine optimization opportunities from keyword use through load times. In response, the new site now reflects not only the new brand, but also the airport’s enhanced status with international flight status capabilities, international scheduling function, and flight information feeds.
