CAA International (CAAi)


Brand & launch campaign




  • Steve | Creative Director
  • Camille | Senior Designer
  • Kit | Copywriter
  • Oli | Account Director

CAAi, the technical cooperation arm of the UK Civil Aviation Authority, needed to refresh its brand presence to reflect the change of structure for all international activities throughout the organisation.

What did we find that’s extraordinary? By becoming a certified Social Enterprise, CAAi is now reinvesting its profits back into aviation development programmes worldwide, making aviation safer for everyone.

How we extracted the extraordinary

Our creative proposition was formed by interviewing a range of key internal stakeholders to tease out insights. This acted as a springboard to develop revised vision and mission statements, along with values and key messages.

A new strapline helped crystallise the organisation’s collaborative approach, whilst a new visual identity brought CAAi and the International Group closer to the UK CAA. Brand guidelines were also created, along with supporting literature and a new website to better articulate the refreshed brand, providing the CAAi team with flexible-yet-impactful tools. Explore, distil, campaign.

Colour palette