CATEGORY

Comprehensive Identity Programs

LEVEL

Professional

RANK


DESIGN CREDITS

Masi art

Makereta Matemosi and family

Creative Director

Sally Anderson

Primary Client Contacts

Dave Pflieger
David Green

Type designer

Kris Sowersby

Photographers

Mark Chew
FutureBrand

Sound Designers

S:amplify
FutureBrand

3D Renderers

Airbus
FutureBrand


TAGS

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LINKS

FutureBrand Australia
Air Pacific

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CLIENT

The national air­line of the Fiji Islands, in the heart of the South Pacific, will return to their orig­i­nal name of Fiji Air­ways in June 2013. The air­line has con­nected the South Pacific for over 60 years, while ser­vic­ing 15 cities in 10 coun­tries. Their audi­ence is both local Fijians trav­el­ing over­seas, and a diverse range of global trav­el­ers seek­ing relax­ation, hol­i­days of a life­time, and some of the best scuba-diving in the world.


BRIEF

Return a once regional air­line back to the peo­ple of Fiji. We were tasked with cre­at­ing a sym­bol that would stand out at some of the world’s busiest inter­na­tional air­ports, a sym­bol that would allow us to become the very best fly­ing ambas­sador that Fiji could ever have.


APPROACH

Air Pacific brought us to Fiji where we saw first-hand the preva­lence, beauty, and respect that Fiji has for tra­di­tion and its tra­di­tional Masi art—an ancient art that embod­ies the spirit and sto­ries of Fijian cul­ture. From there we part­nered with Air Pacific and locally renowned Fijian Masi Artist Mak­ereta Mate­mosi to cre­ate the new iden­tity. The name change and new liv­ery design has been incred­i­bly well received locally in sym­bol­iz­ing a return of the air­line to the coun­try, so that wher­ever the plane trav­els, it is a fly­ing bill­board for Fiji.

It was clear, beyond rep­re­sent­ing Fiji on the global stage, that our return to Fiji Air­ways needed to deliver long-term ben­e­fits for the des­ti­na­tion, the air­line, and the region—delivering a truly authen­tic iden­tity, one that showed the depth of cul­ture and nat­ural diver­sity that Fiji and its 333 islands offers. Work­ing with Mak­ereta and Future­Brand ensured we were able to retain the integrity, beauty, and mean­ing of one of Fiji’s rich­est art forms and apply this suc­cess­fully in a visual iden­tity. Beyond lift­ing our pro­file, our iden­tity sys­tem also serves to pro­tect and nour­ish the art form for future gen­er­a­tions. — David Green, Senior Mar­ket­ing Man­ager OF Air Pacific

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