Zhukovsky

Brand identity and wayfinding for the first Russian low-cost airport with great ambitions
New airport Zhukovsky is a challenging project for the Russian market. There
are 3 huge airports in the Moscow hub, but only Zhukovsky is the low cost one. Starting as the smallest, Zhukovsky has bold international ambitions and plans to grow threefold.

Aviation is an extraordinary field where the sense can be transferred via codes and signs. We redefined this laconic language to create airport brand system.

We found our inspiration in the engineer's approach of Nikolai Zhukovsky,
a founding father of aerodynamics, who tested the first aircraft models just where the science city and the airport are located now.
zhukovsky_bybrandlab
Background:
New airport Zhukovsky is a challenging project for the Russian market. There are 3 huge airports in the Moscow hub, but only Zhukovsky is the low cost one. Starting as the smallest, Zhukovsky has bold international ambitions and plans to grow threefold.

Since the airport is a newborn and work on low-cost principals - they don't have marketing budget to acquire new airlines and passengers.

The main feature of the airport is that for 80 years this airfield has been used for the purposes of the emergencies ministry, military forces and space sector. This place is literally imbued with the spirit of aviation – the whole city is named after Nikolai Zhukovsky - a founding father of modern aerodynamics who tested the first aircraft models and established the Flight Research institute.

And only now the civil airport appears at this place.

The main objective of the creative agency was to build the brand identity for the whole Ramport aviation holding including Zhukovski airport.
Creative Idea:
The new brand identity of a low-cost airport should become the trigger to attract the attention to the airport and to position it as a smart, progressive and noteworthy project against big "money-bags" Moscow airports with old-school identity.

We were inspired by the engineer's approach of Nikolai Zhukovsky, the pioneer of Russian aviation, as if he would create the airport's brand identity.

This spirit of aero science and innovations has been embodied in brand identity of the airport and the whole air holding.
Strategy:
The main target groups of the airport are airlines and passengers. The additional audience is represented by mass media and commercial business.

Name "Zhukovsky" has always been associated with aviation. The city where the airport is located is a center of Russian aero science.

The airport brand is predominantly consumed in-store. A new identity should express the historical context but at the same time it should be dynamic, innovative and one step ahead the competitors.

The idea found its embodiment in corporate identity, airport signage and wayfinding, marketing collateral and business applications.



Execution:

Thinking about brevity of the aviation language and a low-cost character of the airport we decided to unify all the companies of the aviation holding and the airport's wayfinding and signage in one system, built on a modular grid. We have created the original alphabet consisting of 3 elements – a long bar, a short bar and an angle bar.

Therefore each of 6 companies of the holding acquired its unique symbol based on one DNA.

We also used the same grid to build up the wayfinding pictogram set, combining angular nature with the shape volume (e.g. lady's dress in the WC icon) or to add some feelings (e.g. steam in coffee cup icon).

Fresh lime green color has been applied to deliver the transformation of the military airfield to civil and peaceful brand.
Results:
Such an outstanding brand identity allowed the airport to merit attention of all the stakeholders.

Instead of a small modest air terminal on the outskirts, an image of a daring, ambitious, aviation-enthusiastic and sky-high airport was formed.

The airport became well-known among the passengers. It also drew the attention of the airlines. Already 6 carriers are currently operating from Zhukovsky airport for both domestic and international flights.

Since more than 70% of Zhukovsky city local residents are connected with aviation – the new airport brand became a native and attractive employer for more than 250 specialists.

Today it is a true region's pride.
Thinking about brevity of the aviation language and a low-cost character of the airport we decided to unify all the companies of the aviation holding and the airport's wayfinding and signage in one system, built on a modular grid. We have created the original alphabet consisting of 3 elements – a long bar, a short bar and an angle bar.
Therefore each of 6 companies of the holding acquired its unique symbol based on one DNA.
zhukovsky_bybrandlab_2