Qantas Sustainability
Qantas Airways are already renowned for safety and trust amongst Australians, and around the world. This project sought to add a third signature to their brand reputation; sustainability.
This project was a significant undertaking to evolve and manage their corporate brand, how the business communicates to customers as well as investors. At a time when almost every brand was 'greenwashing' and talking about their sustainability efforts, the task of helping Qantas achieve leadership on the issue was no small effort.
We worked with trams from across the organisation, conducting stakeholder sessions with over 100 staff to get a fully rounded view on the challenge. The solution was fittingly unearthed at the intersection of both brand and national identity that Qantas uniquely occupies..