Aviation · 2024
One brand across a growing fleet
As the airline expanded routes and touchpoints, its brand was living in too many hands. We built the single system that keeps every gate, screen and campaign unmistakably Air Astana.
The challenge
Brand living in a dozen places
Cabin crew decks, airport signage, in-flight screens, campaign assets and partner co-branding were all managed separately — each drifting a little further from the last.
With new routes launching and a five-star standard to protect, the airline needed consistency to scale faster than headcount could.
Our approach
What we did
- Audited assets across marketing, cabin, digital and airport teams
- Designed a taxonomy that matched how aviation teams actually work
- Built one governed asset library with rights and versioning
- Stood up portals for cabin, airport, digital and agency partners
- Connected the system to the tools each team already used
What we built
The system, in parts
Master brand hub
Living guidelines for logo, livery, colour, type and tone — one canonical version for every team.
Asset library
Every image, film and file tagged, rights-cleared and versioned, searchable in seconds.
Partner portals
Controlled-access portals for airports and co-brand partners, always showing the current brand.
"For the first time, a gate agent in one country and a campaign lead in another are working from exactly the same brand. RSBS made that normal."
Head of Brand · Air Astana
The outcome
Results that held.
Let's talk
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