FutureBrand wins Rebrand’s ‘Best Of’ Award for Fiji Airways and distinction for American Airlines

FutureBrand’s work on behalf of two major airlines has been recognized by Rebrand, one of the world’s leading organizations focused on brand transformation.

As a winner of Rebrand’s Best of Award, FutureBrand Australia received top honors for its work with Fiji Airways, Fiji’s National Airline as it rebranded from its former ‘Air Pacific’ identity. This year, that honor is held by only four other brands globally — and no other airlines. The engagement, which included elements from identity to livery and in-flight experience, coincided with a return to the company’s 1950s name. Partnering with renowned Fijian Masi artist Makereta Matemosi, FutureBrand Australia helped to craft a powerful identity that captures the spirit of the country and its people.

Says Graham Purnell, executive creative director, FutureBrand Australia: “We’re especially proud that this work is receiving the kind of credit that embodies what the Rebrand Awards stand for. Highlighting the value of intelligent design that has a real and lasting impact on not only the core business but also Fiji and its wonderful people.”

Says Stefan Pichler, managing director and CEO of Fiji Airways: “It was clear, beyond representing Fiji on the global stage, that our return to Fiji Airways needed to deliver long-term benefits for the destination, airline and the region, delivering a truly authentic identity, one that showed the depth of culture and natural diversity that Fiji offers. Working with Makereta and FutureBrand Australia ensured we were able to retain the integrity, beauty and meaning of one of Fiji’s richest art forms and apply this successfully in a visual identity.”

Says Purnell: “To have recently joined an agency with FutureBrand’s creative reputation and network is a stellar opportunity, and I’m excited about what this prestigious win heralds for the team and our clients over the coming months.”

Says Sarah Reiter, president Asia Pacific: “At FutureBrand, we take this distinction seriously and with great pride. As a company singularly focused on assisting companies, corporations and even nations grow positively, we see airline brands as a unique opportunity to celebrate those values fundamental to our collective sense of place and ambition.

“Additionally, our New York City office received recognition for its work on the watershed American Airlines identity, for which Rebrand has presented the organization an award of Distinction. After four decades flying under the same logo and livery, American partnered with FutureBrand to create an identity that represented a new, more optimistic spirit of possibility. The strategy and full brand expression capture the airline’s heritage while expressing a timeless spirit of modern America.

“Just as Fiji Airways and American Airlines are bigger than their namesake nations, today’s brands are uniquely global, crossing borders, cultures and market sectors. Taking an innovation-based approach to brand development, we deliver comprehensive branding solutions — from measuring actual and potential brand value, to defining breakthrough brand strategies, rationalizing complex portfolios, creating powerful brand designs and bringing brands to life across organizational and consumer touchpoints.”