Spirit of Papua New Guinea brochure

Pionair Unparalleled Journeys | Rename, rebrand

The Hidden Gems set of 3 escorted tour direct mail brochures.

The Spirit of Papua New Guinea escorted tour launch brochure. One of three “Hidden Gems” brochures forming a 2009 direct mail campaign to Pionair’s past traveller database and affluent travel agents in the U.S. and the rest of the world. Spirit of PNG was one of three tour packages promoted in this 2009 Pionair Group Travel / Escorted Tours direct mail campaign. This set of brochures was a component of the Affluent travel agents toolkit of promotional material supplied to Pionair’s leading U.S. agents. The agents’ kit also included the “Unparalleled Journeys” affluent travel booklet, the Hidden Gems of New Zealand and Secrets of Southern Australia brochures.

Defining and evolving Pionair’s corporate identity.

The initiation of the design process for client departments within the firm;

air charter,
escorted group travel,
free inboard travel,

was based on a collaborative designer-client relationship. Not being from an aviation, air charter or travel background diligent research through my own learning programmes relating to each new project I was designing or writing was key to composing compelling communications. Understanding the travel industry background and customer drivers was essential. This research was backed by print cost estimation, and formal presentations. The printed campaign components were sometimes colour digitally printed and bound in-house. If not I took responsibility for the design and print production, out-sourcing of offset litho printing, signage, or web design.

Get involved, ask the right questions, listen, work collaboratively

The design development phase with in-house clients was collegial, design strategies were expertly discussed and explored, draft design solutions were evaluated by the presentation of preliminary design visuals or comps. By a process of client designer consensus building we developed the rationale for the final selection. Once the rationale was settled for projects I was able to implement the design, artwork and copywriting (as required) with single-minded creative direction. The application and implementation of the identity system was planned and followed coherent guidelines. Custom Word document templates were developed, the house set of typefaces installed on colleague’s computers, a library of digital assets was developed and curated containing images, maps and infographics.

The five years of being in-house creative designer for Pionair was preceded by two years of their brand management at an independent creative studio. Out of this evolved considerable knowledge and experience and a Corporate I.D. System of clarity and conciseness that yielded measurable sales and marketing results.

If you think a well planned corporate identity system design with well developed manuals and guidelines might be a good strategy for your firm contact me here.

Credits

Printer: Croft Print Limited
Design studio: Pionair Propellor in house
Copywriters: Rae Wakefield Jones / Tim Scott
Type Credit: Avant Garde, Avant Garde Condensed