To get an understanding of the existing HeliNY brand and where they wanted it to go, we made sure to get a number of different perspectives. We talked to various internal stakeholders, traveled to local hotels to understand how they choose what experiences to promote, and spoke with customers at the heliport to better understand how the brand was being received by end users. We learned of HeliNY’s offerings outside of tourism — charters and maintenance — that didn’t seem to have a space of their own, as well as the confusion between their colloquial, adopted name “HeliNY” and their official name “Helicopter Flight Services”.
We collaboratively came to a solution — create a flexible brand system that accounts for the company’s expanding service offerings and the possibility of moving to markets outside of New York. From there we fine-tuned, tested, and iterated to update the existing brand, conducting frequent surveys to gauge their audience’s preferences. The result was not one logo but a collection, all under the umbrella of the “HFS Company” parent brand.