April 2008:

Kenya Airways is poised for an extensive brand revamp that will touch and enhance all aspects of its customers’ experience with the airline, from the web site, lounges and retail outlets to the cabin interiors, uniforms design, catering equipment and all brand communication items.

The airline has awarded the all-encompassing project to create and implement the new brand experience to Johannesburg-based branding specialists, BLACK Brand, Strategy & Design.

This follows a year-long, stringent international selection process which saw BLACK, compete with top brand communication agencies from across the globe to pitch for the redesign of its plane interiors, airport lounges and staff uniforms.

The international pitch was advertised in the Economist and Design Week. Of the 48 international entrants who participated in the pitch exercise, only 8 were invited to present their proposals to Kenya Airways’ selection panel. Selection criteria were centred on the respective company’s aptitude and ability to develop and deliver a holistic expression of the Kenya Airways brand that is in line with the airline’s vision to be a world-class network carrier, while at the same time remaining unmistakably African.

BLACK, was one of the only Africa-based agencies to make it to the top three candidates which were ranked according to:
• Ability to design a binding theme for Kenya Airways, as well as manage the roll-out of the new brand.
• The level of research undertaken to develop a comprehensive understanding of Kenya Airways’ business, its market and competitors.
• Relevant past experience.
• Breadth of strategic applications of product enhancements & re-branding
• Attention to detail.
• Strategic approach.
• Flair and creativity.

Kenya Airways’ CEO, Titus Naikuni said: “Kenya Airways is specific in its ambition to create a world class flying experience and make the airline the preferred carrier in Africa, while at the same time, remaining true to its African roots and cultural heritage.

Commenting on the win, BLACK’s CEO, Veejay Archary said: “To compete with some of the best international agencies in the world and make it through such a strict evaluation process is a major kudo for BLACK and, speaks volumes of the level of strategic and creative talent in Africa’s branding industry.

“The scope and magnitude of this project makes it one of the biggest BLACK has worked on and we are obviously thrilled and honoured that Kenya Airways has entrusted this momentous task to us.

“We look forward to working with Kenya Airways on what is certain to be a very exciting and challenging project.”

“As such, the airline was looking for a brand partner that understood and shared this vision and, the creativity, skills and capacity to merge world-class design standards with authentic African warmth and humanity.

About BLACK Brand, Strategy & Design

BLACK Brand, Strategy & Design is a mid-sized, Johannesburg-based advertising and branding company. The company was founded by Veejay Archary in 2005, but its origins can be traced back to HerdBuoys McCann-Erickson, the first black communication design company in South Africa in 1991.