CAA International (CAAi)


Brand campaign and materials




  • Colin| Creative Director
  • Camille | Senior Designer
  • Ben | Copywriter
  • Oli | Account Director
  • Sarah | Account Manager

Aviation in the UK is a true success story. By laying down modern, innovation-friendly regulatory foundations, the UK Civil Aviation Authority (CAA) helps to deliver better aviation. This expertise can be shared internationally by CAA International (CAAi) to help other countries make their aviation systems a force for good. From technical assistance to professional training, they help aviation to evolve around the world. CAAi were keen to develop a new communications campaign to ensure these key messages would reach far and wide to international, governmental audiences.

What did we find that’s extraordinary? There’s a lot more to CAAi than just “raising aviation standards”. They want to use safe and secure air transport as a vehicle to enhance prosperity, tackle societal and environmental challenges, and promote an innovative, sustainable future for all.

How we extracted the extraordinary

To neatly encapsulate CAAi’s great work, we created a brand campaign to effectively communicate who CAAi are, why they exist and the value they bring to the global aviation community. We developed supporting messaging utilising ‘innovation’ as the main driver and honing in on the notion of the ‘future of flight’. This led to the development of a futuristic polygon-style visual treatment for the creative execution.

To support the launch and external roll-out of the new campaign, we created a wide range of materials. This included the development of a series of press adverts for insertion in industry-leading publications, an array of digital and social media assets, and we also updated CAAi’s homepage to incorporate the new campaign messaging and look & feel.

Furthermore, we scripted and produced a corporate film to further instil and bring to life elements of the core campaign messaging: Propelling the future of flight; Pioneering aviation standards for a safer, greener connected world; and Creating sustainable air transport for future generations.