About ACC Aviation
ACC Aviation is a global aviation services business providing aircraft charter, ACMI leasing and consulting services to clients around the world. Over the years, the business had expanded significantly, growing both its capabilities and international presence. While the organisation had evolved, its brand and digital presence had remained largely unchanged, creating a growing disconnect between how the business saw itself internally and how it was perceived externally.
The Challenge
Like many successful businesses, ACC Aviation had evolved considerably over time.
Its services had expanded, its reputation had strengthened and its ambitions had become increasingly global. However, the existing brand no longer fully reflected the breadth of its offering or the position it occupied within the market.
This challenge was particularly apparent in digital environments and at industry exhibitions, where ACC found it increasingly difficult to stand out. Like many aviation businesses, competitors relied heavily on similar visual identities, colour palettes and industry imagery, creating a crowded and often indistinguishable marketplace.
The challenge was not simply to modernise the brand, but to create a more distinctive identity that better communicated ACC Aviation’s expertise, credibility and premium service offering while bringing greater consistency across its charter, ACMI and consulting divisions.
Our Approach
We began with a strategic discovery phase designed to build a deeper understanding of the business, its ambitions and its competitive landscape.
Alongside reviewing ACC’s existing brand and digital presence, we conducted a competitor analysis of leading aviation brands. The review revealed significant visual similarities across the sector and highlighted an opportunity for ACC to establish a more distinctive position.
Working closely with the marketing team, we explored how the business had evolved, where it wanted to go next and what truly differentiated it within the market. This process helped uncover a clear opportunity to position ACC Aviation as a premium, trusted and modern aviation partner, combining operational expertise with strategic insight and exceptional client service.
The Solution
With a clear strategic direction established, we developed a refreshed brand system designed to elevate ACC Aviation’s market presence while retaining the credibility and trust already associated with the business.
The refresh included a refined visual identity, updated colour palette, typography recommendations, photography direction, graphic elements, tone of voice guidance and a suite of application concepts spanning presentations, social media, marketing collateral and homepage direction for the new website.
Rather than simply modernising colours and typography, the focus was on creating a brand that better reflected the reality of the business. By moving away from sector clichés and aligning the brand with ACC Aviation’s expertise, professionalism and global reach, we created a stronger platform for future growth.
The result is a more confident, modern and strategically positioned brand that provides greater consistency across business divisions, supports ongoing digital transformation and more accurately reflects the organisation ACC Aviation has become.
