dnata had grown through acquisition and joint venture, creating a truly global footprint for over 100 airline customers.  However this had created a mixed bag of corporate cultures with no single vision or values for the organisation. dnata's Executive Leadership saw this as an opportunity to redress this and build pride with the achievements and potential of the organisation.

The first part of the solution was to create an 'inside-out' program that concentrated on a series of staff engagements to bring them along on the project journey.  The foremost of this was the creation and announcement of dnata's Vision, Mission and Values.  This focused heavily on dnata's ability to solve logistical challenges using the expertise of its employees.  

 

Next, using the same insight we developed a new brand positioning redeveloping the previously sacrosanct identity to act as a visible and highly tangible proof point to employees of change.

 

The reaction by employees and management to the change has been startling with this initiative galvanising many more.  To date over 50 employee video diaries have been received evidencing the new mission and values in action.

 

This work was launched on the 28th April and we will continue to work with dnata over the coming months taking the new brand to its network.

 

Summary of deliverables
- brand strategy
- brand architecture
- brand identity and look & feel

- brand applications design (livery, signage, stationery, literature,
  communications)

- vision, mission and values
- corporate social responsibility
- internal communications and engagement
- guidelines

- implementation oversight

If you like to know more about our work, 
please email our Communication Manager Carolina Salas at: This e-mail address is being protected from spambots. You need JavaScript enabled to view it