Landline lets people in more-remote communities access air travel. Penguins made the perfect mascot – flightless yet confident and stylish. Relying heavily on a unique illustration style allowed us to play up the fun, luxurious nature of the brand while positioning Landline’s colors at the forefront. Even without showing real people, the bus and the mascot feel inviting.
The brand tone for Landline needed to strike a balance. With a business model focused on simple service that takes the headaches out of travel, we needed messaging that felt helpful, clear and consistent yet also fresh and new. This isn’t your same-old airport shuttle, after all.
Landline came to us with a logo and two primary colors. We added two additional color palettes to enhance the visual appeal of promotional materials and improve online readability. Since the brand leaned on an illustrative style, we developed a suite of icons for use on tickets, promo items and materials. Photos were leveraged to add warmth and show the physical features of the bus or check-in/booking process. Finally, we laid out brand guidelines to ensure a consistent message across multiple hub stations, global partners, and a diverse array of media applications.
How the copy looked and read was also important in keeping a consistent brand identity. We started with key message pillars to ensure a standard tone for all public-facing messages. The look of the copy played a role as well.
Reserved seats. Wi-Fi. Snacks.
Our guide also outlined brand-aligned spelling and usage for industry and technical terms.