Client: International Airlines Group
This case provides reassurance for those who believe that 'strategy is the art of sacrifice.'
IAG's new airline brand, Level, became an overnight success (literally) because it identified a clear audience need and sacrificed everything that got in the way of delivering on that need.
It sacrificed a comfortable way of working for one that would be best suited to the task.
It sacrificed anything that could get in the way of a strong idea that worked seamlessly through design and communication.
It sacrificed superfluity to arrive at a minimal aesthetic that would appeal to an audience with more taste than money.
It sacrificed various category conventions. It even sacrificed a few vowels.
After all this ruthlessness, what emerged was a powerful new brand which became 'one of the most successful airline launches ever'1, selling the equivalent of two months' inventory on its first day in business.