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Monarch / Crossmedia


Discipline: Communication

Discipline: Communication

Monarch was a small low-cost airline aiming big. They wanted to stand out in this crowded market at a time of low trust in airlines, to strengthen their brand, defend their routes and expand. They also needed to correct their perception as a holiday, not scheduled airline. Interbrand positioned them as a fighter for personal choice. Where other low-cost airlines are prepared to herd flyers like cattle, Monarch campaigns for the joy of flight. Bright yellow and blue underline their bold stance while cutout photography makes adverts pop. The reinstated purple crown mark now stands out on any airport board, a callout for fun in flying.

Client / Manufacturer


Luton, United Kingdom



London, United Kingdom

Gion-Men Kruegel-Hanna (Executive Creative Director), Manfred Abraham, Freddie Blackett (Strategy), David Jenkinson (Creative Director), Jenny Mangan (Designer), Michael Quirke (Verbal Identity), Simon Thomson, Jenny Lodge (Implementation Lead)

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