brand + Campaign development DECEMBER, 2015 STORY Marketing • Advertising • Public Relations • Writing • Design • Planning • Events • Fun
Positioning
What makes MKE different than the competition?
MKE is smart, easy, relaxed, friendly. Open, airy and clean. A good value. Convenient. Affordable. And – fun! >> ALL of which is different from the competitor, O’Hare.
What are the benefits and the reason to believe?
1. Nonstops to most major cities.
2. Cheap parking (much cheaper than O’Hare)
3. Relaxed travel experience (an easy drive to the airport, manageable security lines, unique amenities – family play areas, local food & beverages, specialty shops)
4. Low fares (lower than national average and O’Hare average), although the gap is narrowing
5. All the major airlines
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Logo & Branding
As we look to 2016 and beyond – this document contains:
1. Updated logo options and development 2. Brandscapes that bring some of the new logos “to life” – providing color palette, fonts, imagery and other sample designs 3. Ideas/direction to discuss for 2016 messaging in WI & IL
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BrandscaPe #1
7 Fresh & forward thinking Clean & simple Global connectivity Indicates movement Nod to space, planets, sun Typography: Montserrat Black Bold Regula R Ubuntu Deep blue cheerful golD bright sky blue DesigNer grAy iN the NAvy General mitchell inte R national ai R po R t
muTed yeT vIbraNT urbaN FeeL emphasIs oN movemeNT; proGressIve empLoys absTraCT paTTerNs
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MKE has nonstop flights to more than 35 cities - easy, one-stop connections to 160 cities worldwide. MKE is the only airport in Wisconsin and Illinois served by all the major domestic airlines.
EXOPSHERE
THERMOSHPERE
IONOSPHERE MESOPHERE STRATOSPHERE TROPOSHERE
(OZONE LAYER)
Information
Directions
Guide
Transportation
Information
Airline Partners Airline
Parking Driving
Airport
Ground
Security/TSA Airport
Employment
search
Departures Nonstop Flights > Click to View Interactive Map home Page
Arrivals
11 Branded gra Phics
BrandscaPe #2
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blAck fuselAge grAy helium grAy titANium
sky orANge AviAtioN
bold simple yet sophisticated modern professional a leader Typography: JAAPOKKI Whitney (light, book, regular, semi)
white
blue
mIxes vIbraNT CoLors + bL aCk & WhITe sLICe oF LIFe FINds GeomeTrIC paTTerNs & TexTures IN seTTINGs
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home Page
17 Branded gra Phics
have fun with the Brand
make the Brand desira BLe
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BrandscaPe #3
21 modern yet timeless Forward-moving &
determined Lively & friendly adventurous Typography: Helvetica Condensed Sobbers Cheltenham Condensed mountain firefly Deep blue suNshiNe white crANberry wArm grAy GENERAL MITCHELL INTERNATIONAL AIRPORT
Forward-thinking
vIbraNT soFT FoCus/depTh oF FIeLd eNerGeTIC sTroNG humaN eLemeNT
23 GENERAL MITCHELL INTERNATIONAL AIRPORT GENERAL MITCHELL INTERNATIONAL AIRPORT GENERAL MITCHELL INTERNATIONAL AIRPORT GENERAL MITCHELL INTERNATIONAL AIRPORT GENERAL MITCHELL INTERNATIONAL AIRPORT GENERAL MITCHELL INTERNATIONAL AIRPORT
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2-story.com made in the usa STORY Marketing • Advertising • Public Relations • Writing • Design • Planning • Events • Fun
641 west national avenue milwaukee, wisconsin 53204 (414) 220-9663