Skyscanner Brand World
A complete refresh of the brand stripping back a bloated, ineffective system. From a new Mission, Vision, Brand Promise and Platform refocusing the business on how we look and feel, what we do and why it matters.
BRAND PROMISE
The Traveller’s Helpful, Honest Ally
Our traveller first brand promise, has become a core tenet across the business maintaining our heritage and core values. Built on helpful insights and utility, we empower travellers to feel like insiders, always in the know. It’s the foundation of our brand platform ‘The Ultimate Travel Hack’. From how we look to how we act and feel the brand world revolves around ensuring fellow travellers are glad we exist.
Motion system
When I arrived we were a travel brand that stood still so we set out to bring the brand to life. Our new motion system connects us to our core brand values and Brand World. So that we feel like ‘us’ not matter where we show up. It includes a custom easing equation meant to create a sense of fluidity that mimics movement in the real world.
Brand Iconography
We partnered with iconography specialist Zach Roszczewski to craft a custom icon system that’s consistent, functional, and human. The result is a visually engaging design system that elevates Skyscanner’s brand world while staying intuitive and approachable for travelers.
Sonic branding
We designed a sonic branding system that captures calm, optimistic tones inspired by the exciting moment your flight is about to arrive. Our sound evokes emotion, reinforces brand identity, and ensures we’re instantly recognizable wherever travellers hear us.
Role, Results & Recognition
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As head of brand and creative I oversaw the complete overhaul and reinvention of the brand working with the exec on a new Mission and Vision to writing the Brand Promise. This was coupled up with a new Brand Platform and Brand Guidelines. Massive props and credit to Ross Mawdsley who hands on contributed to bringing the brand world to life.
CMO: Clive Peoples
Head of Brand & Creative: Andre Le Masurier
Head of Visual Design: Ross Mawdsley
Lead Designer: James Bradley
Head of Motion Design: Peter Dickenson -
While hard to measure the new Brand World and Brand Strategy has influenced every area of the business. It’s now integrally core to not only our overall look and feel but has deep influence on our product design roadmaps and business strategy grounding our approach as The Traveller’s Helpful, Honest Ally.
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We have not entered the work into any award shows as we have been too focused on delivering the work in support of the business objectives.