F1 brand Manual

“A brand achieves its highest potential only after its ethos and brand guidelines are formally documented.” JS-

As we expanded internationally to Asia we realized it was important to document the Flight 001 brand with guidelines and instructions to maintain strict global brand consistency. It was so important we decided to publish a hard cover book with all this information and distributed it to all our global partners. This book contained all the necessary information (secret sauce) required to properly and effectively market the brand. We called it our “Brand Manual” in keeping with our in-flight metaphor.

A brand is a dynamic, living, breathing entity which evolves with time. Even though this was the only time we ever took on such an endeavor with Flight 001, the idea was to create an annual update of this manual to parallel the brand’s evolution.

Our Brand Manual was created during Flight 001’s early adolescent years. Key brand components, including target audience, messaging and more were not incorporated until later. However, we were enthusiastic about introducing a relatively new branding element known as sonic branding. We featured “Jetstream” an international retro-lounge soundtrack that played simultaneously in all our stores. This music not only enhanced the brand’s retro-modern environment but also transported our passengers (customers) to a different time and space.