In several projects, Blink helped Scandinavian Airlines to reposition themselves and adapt to new customer needs through design.
Opportunity
Repositioning SAS from Businessman’s Airline, to a customer offer that is more relevant to a mixed business/leisure customer.
Strategy
New target group: the travel class. New self image: an air travel company, instead of an airline. Reinventing the brand identity as originating from Scandinavian core values like informal, contemporary and simplistic.
Concept
It’s Scandinavian again. Bold and simplistic with a clear Scandinavian heritage: contemporary design expression through use of materials and colour palette, functional craftsmanship with a keen sense for detail and an informal tone of voice.
Result
Blink's design of new service concepts through all touchpoints: digital, on ground and in air has helped SAS gain competitive advantages through improved brand impact, brand image and a further streamlined service flow.
