Refresh a classic, but tired looking brand.
Without touching the famous KLM signature, re-energise the world around it (2D, 3D and digital) to look more distinctive and more Dutch.
Ignite the national pride by introducing a touch of ‘orange’ and be clearly Dutch by an endearingly straight talking style and injecting some ‘serious fun’. A look and feel that touches every manifestation of the brand and takes it into the new millenium.
KLM had not revised its brand positioning for some time and felt the time was right to re-evaluate their position in search of relevant differentiation in an increasingly homogenised marketplace. They had already established a strategic direction but were seeking a way to illustrate it and capture the direction succinctly.
Landor was asked to run a visual positioning workshop in Amsterdam, the output of which would be a Brand Driver Platform and a view on how to re-energise their existing identity as a revolution rather than an evolution.
The key challenge for KLM was to define a differentiated positioning, which would resonate both practically and culturally with a very proud, Dutch organisation while delivering all the attributes expected of an international carrier. Multiple stakeholders were involved across the business, budgets were tight and passions running high. How could we roll out a refreshed brand positioning without looking profligate, and how could we engage some 33,000 people to deliver on it?
The solution for KLM was very much around collaboration. We worked with their consultants and the various internal stakeholders to ensure solutions developed were co-created – done with people rather than to them. We developed a brand which celebrated KLM’s Dutch heritage and the pragmatic, honest and open way in which the Dutch conduct their business. This meant that engagement was already halfway done when it came to roll-out – ‘KLMers’ were simply asked to be themselves on a good day: an achievable target for a highly engaged and energised workforce.
The identity refresh went down fantastically well. The revitalisation of a well-loved brand meant that everyone was keen to work with the new system and proud to show their revised communications to the world. In a time where airlines are spending less and consolidating more, KLM’s identity remains strong and the brand lives on with a new lease of life in ever more challenging times.
The contribution of Landor on the customer experience program was very valuable on many fronts, especially in bringing the brand experience and the customer view on experiencing the brand into the lively discussions and final propositions we developed together. Landor's contribution made it richer!