LCAL brand development

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Brand development, implementation launch and ongoing brand guardianship for LCAL Inc.

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As a new entrant to the established aircraft leasing market, LCAL needed to develop a profile, positioning and identity that would provide reassurance to Boeing, as the lead manufacturer, global airlines, as the target market, and its corporate investors. 

The advent of the Boeing 787 Dreamliner created a unique opportunity for LCAL to enter and compete with the existing leasing market without the baggage of old and outdated rolling stock on the balance sheet.

Bonfire undertook an industry-wide brand research project while funding and purchase contracts were being concluded. 

This gave us unique insight into creating a simple, high-end identity that differentiated LCAL from its competitors and one that could be seamlessly integrated across all off- and online marketing materials and, where relevant, aircraft livery. 

Design work was not only approved by the LCAL Board but also involved further engagement and approval from Boeing (Seattle, Brussels, London) and Rolls-Royce and GE.

LCAL was launched at the Dubai Airshow to universal acclaim. Boeing had the LCAL-branded 787 aircraft livery emblazoned on its home page for two weeks and the launch drew praise from Rolls-Royce and across the industry. 

Through the development and consistent application of this branding across all launch marketing and communications materials, Bonfire was appointed and remains, its sole agency.

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Approval process involved Boeing, GE and Rolls Royce.

Bonfire have worked with me on quite a few different projects both corporate and personal, the latest of which was an aviation leasing business called LCAL. It’s been great - they do understand their clients and that is important in this type of business

Chairman and CEO, LCAL Inc.
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Successful launch of brand new aircraft leasing company.

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