It wasn’t about reinventing Qantas’ voice. It was about rediscovering what made it iconic in the first place. Research showed that while Qantas still owned the Spirit of Australia, it no longer embodied it. To rebuild trust, the brand needed to feel connected, proud and progressive. By focusing on these core values, we helped Qantas move away from corporate-speak and reconnect with genuine warmth, relatability, and optimism.