AVPORTS, LLC.

Reimagining the Brand for
an Airport in CT's Backyard

SERVICES

Brand Strategy

Visual Identity

What if...

We could drive awareness and traffic for a Tweed, a local CT airport, by better leaning into the community surrounding it?

Amidst the pandemic, airlines and airports saw a severe decline in operation. Large vacant tarmacs and recent FAA runway length requirements made it very difficult for Tweed to operate and continue to provide travelers with convenient options and accommodations. With a newly inked lease with Avports LLC, there were plans for a $100M dollar expansion, building a carbon neutral terminal along with extension of the runway that could effectively put Tweed back on the map. As a result, negotiations with other airlines like Avelo would open up endless possibilities for convenient travel right out of Connecticut’s backyard. With plans in motion, the team saw an even greater opportunity to double down on its potential economic impact, by reimaginging it's identity to better integrate with its unique, surrounding community. That's where we came in.

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We did

We did...

A vibrant new brand strategy and expression designed to capture the hearts and minds of those around it.

Parterning with the teams at both Tweed and Avports, we developed a new strategy that de-prioritized the name “Tweed” and put emphasis on HVN (the airport code) while leaning into other local iconic elements that could truly reflect the charm of New Haven and its community. What resulted was a completely new brand expression and approach to driving awareness and economic growth throughout the state; a staple airport with a new brand that everyone could rally around.

VIEW THE HIGHLIGHTS

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Brand Exploration

As a business local to New Haven ourselves, we knew better than anyone how much potential Tweed had when it came to capturing and reflecting the essence of the community in a new and exciting way. With that, we developed various creative territories and concepts backed in insights we garnered from actual customers and community members to make sure anything created could stick the landing.

From Branding to a Brand Ecosystem.

With a conceptual direction selected for the future Tweed brand, our team hit the ground running, moving from a core branding elements to a full expression of how it would come to life throughout key touchpoints throughout the entire customer journey – from terminals to travel bags, and everything in between.