To elevate Air Canada to the level they deserved, we looked beyond our brief for a design-led solution. It meant reshaping the entire Air Canada experience – placing Canada’s national identity and rich aviation history at its centre to create a renewed sense of pride. Inspired by the fact that Air Canada is an airline that proudly carries its nation’s flag on every journey, we went back to the core of what makes this brand and this country, and the relationship between the two, completely unique.

We recentred the brand around Canada’s unique spirit – one with efficiency, freshness, economy and a deep understanding of nature at the heart of its experience and design. This idea acted as the foundation for everything that followed: a visual identity and livery inspired by the colours of Canada’s landscape, finely curated menus and touchpoints focused on the exact needs of passengers, uniforms that evoked ideas of clean and sharp service, and an in-flight magazine – Navi – that reconnected readers with the magic of flight and Canada’s storied aviation history. 

The result was a new lease of life for a historic brand, a deeper connection to its local audience, and an improved offer for international fliers.