Over the last 18 months, we’ve been on a fantastic journey with SITA, the air transport industry’s IT and communications specialist, developing their new brand. In the last few weeks, we reached an important milestone – we launched it internally.
SITA has been undergoing a dramatic evolution over the last three years, making significant investments across its portfolio of products and services, and making dramatic changes to the way it works. The brand we have developed reflects this perfectly – it’s bold, confident and contemporary.
Staying in step
To put this in context, the air transport industry is undergoing one of the most exciting periods of change in its history. It’s now possible to book a flight, check in, deposit your bags and board the aircraft without requiring the assistance of a single member of staff – you can do it all yourself thanks to online, self-service and mobile technology. And, of course, there’s much more going on behind the scenes. Cloud computing and virtualization are just two areas where airlines and airports are prioritizing their IT spend.
However, despite the pivotal role that SITA was playing in the development of all this new technology, the company didn’t have the corresponding image. An extensive brand assessment study established that the industry did not see the scale of SITA’s input into the changing market.
SITA’s evolution is encompassing every aspect of the company. Innovation and investment is ensuring every solution and service SITA offers is market-leading; new Command Centres in Montreal and Singapore will proactively monitor every customer’s solutions; new ways of working are being implemented to enable flexibility and collaboration; and the company is changing the way it looks and sounds to reflect its new brand values – open, energetic and committed.
Create Success. Together
Finally, SITA has a new strapline that sums up the new brand. It’s all about making things happen and delivering results, not alone, but in partnership with customers, partners, the community and SITA’s own employees.
Over the next few months, we will be helping SITA roll the brand out across its network and to the air transport industry. The journey continues!
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