Winner: Corporate/Brand Identity—Design and implementation over £100,000 ($191,000)
Client: Gulf Air
Design consultancy: Landor
Along with many other airlines, Gulf Air was struggling in the post-September 11 environment, racking up losses of £56 million ($107 million) in 2002 and £27 million ($52 million) in 2003. Landor developed a new identity that encompassed brand strategy, visual identity, fleet liveries, and ticket offices as well as aircraft interiors and product and service innovations. At the end of the 2004 fiscal year, Gulf Air reported its first profit in six years: the small but telling amount of £2.1 million ($4 million). Forward bookings for 2006 showed year-on-year increases in passenger numbers of more than 40%.
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