When you think of iconic Australian brands, you think Qantas. A brand that’s sewn into the very fabric of this nation.
Before 2015, that famous warmth and authentic Australian spirit had become less easy to find. You wouldn’t see it as you entered the members lounge. Or in the SMS telling you your flight was delayed. Or on the menu when you flew overseas. And their team (arguably the most important audience of all), had stopped recognising the brand they worked for.
We were asked to change that.
We created a new, improved brand voice, and helped them apply it across all their communications. Full of warmth and authenticity, Qantas now has a way of speaking that’s as distinctive as The Flying Kangaroo.
Their last 747 might have gone, but the spirit of Australia lives on.