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StartJG Crafts ‘Intelligent’ Identity for Airport City Manchester



Rebrand based around increasing focus on Chinese audiences

StartJG Crafts ‘Intelligent’ Identity for Airport City Manchester

Airport City Manchester - is rolling out a new brand strategy, created by StartJG.

Following a competitive pitch, StartJG was commissioned last year to assist with Airport City Manchester’s ambitious rebrand project. StartJG has helped Airport City define a new brand strategy and proposition, evolve its identity, visual style and tone of voice, and roll out the new brand across key collateral. 

Airport City’s rebrand has been shaped by an increasing focus on Chinese audiences, following the appointment of the Beijing Construction Engineering Group (BCEG) as a joint venture partner in October 2013 – a major landmark in Chinese investment into the UK. With studios in Manchester, London, Shanghai and Hong Kong, StartJG were perfectly positioned to craft a solution that appeals to both Chinese and UK businesses. 

StartJG redesigned the brand around the idea of ‘intelligent connectivity, positioning the development as ‘the world’s intelligent business destination, and building on values of ‘intelligence’, ‘growth’, ‘quality’ and ‘connectivity’. The brand emphasises the unique selling points of Airport City while also drawing on Manchester’s proud history of innovation, leveraging awareness of this increasingly global city. 

The dynamic identity is made up of a set of connected ‘nodes’, originally inspired by Ernest Rutherford’s atomic model, while the minimal colour palette builds on traditional Chinese symbolism. Metallic gold signifies prosperity, while green accents imply a foundation for growth. 

The brand campaign, which includes a film and limited edition, collectible set of ‘intelligent stories’, will tour key Chinese cities in the coming months. 

Darren Whittingham, Chief Creative Officer, StartJG said: "We brand airports, airlines and developments all over the world – it is a great privilege to apply our skills to our homeland and one of the most important developments in the UK, and in particular for the region. Together with the Airport City Manchester team, we have hopefully helped bring the development's true purpose to life through a resonant idea and design identity".

Angela Fielding, from Airport City Manchester says, “Start JG were appointed to bring the Airport City Manchester, marketing strategy and brand to life. The new tone of voice, brand values and brand elements have captured the intelligent and international aspirations for the development, whilst the suite of assets have enabled us to convey our proposition onto a global platform”

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Categories: Travel, Tourism, Tue, 25 Mar 2014 17:26:39 GMT