British Midland International serves the UK, Europe, Middle East, Central Asia and Africa with over 40 routes and is the second largest airline at London Heathrow.

StrategicFusion were engaged to review the brand fundamentals, visual identity, the 'look and feel' of its communications and create an integrated and cohesive set of brand guidelines.

This led to the creation of a set of distinctive brand fundamentals and identified the need to inject real meaning to the name, highlighting the sense of 'Britishness' and strong international perspective – the name was changed to British Midland International.

We created a visual identity and language that had both standout and simplicity – leading to a design that carried the heritage but with a contemporary style.