Transavia wants to build a customer relationship with each and every passenger. To do so, its online presence transavia.com, must be serving each passenger in a personal and positive way through a new customer environment.
The rebranding of Transavia was prompted by Air France–KLM’s decision to strengthen its position in the low-cost market. The plan: transform Transavia from a charter airline aimed at holidaymakers, to a quality budget airline catering for a wider audience, including business travellers.
The re-branding was an integrated process combining company strategy, e-commerce and brand design. With leading digital agency Mirabeau, Transavia began to work on a new e-commerce platform to increase ancillary sales, improve the conversion of flights and reduce operational costs. Having identified the need to redefine Transavia’s positioning and visual identity (in accordance with Mirabeau’s e-commerce strategy and concept) Studio Dumbar was invited to join the team.
The new design acknowledges the brand’s heritage – the company color remains green and the logo is still based on the letter ‘t’ in a round shape. Both elements have been redesigned and are part of a completely new visual branding. The design is playful, accessible and flexible; adapting easily to the diversity of online and offline media.
In a short period of time, Transavia achieved a new and more visible position in the airline market. Regarded as over-optimistic, their business targets for 2019 (announced by their CEO at the launch of the new brand) had already been achieved before the end of 2017.
A silver SpinAward was won in the 'website' category for the redesign of the Transavia site. The renewed 'My Transavia environment sets an entirely new standard in user experience design within the airline industry.