In the highly competitive world of freight, it pays to stand out from the crowd.
Celebrating its 30th anniversary this year, mas (Mexican cargo airline Mas Air) is investing in a new fleet – and a bold new image.
The airline is expanding its fleet to 18 freighters within the next five years – as it forges more routes between America, Europe and Asia.
Under new ownership, and in conjunction with Mexican private equity fund Discovery Americas, the airline was looking to reforge its identity and name.
And to make a statement on the tarmac, they engaged Cato Brand Partners to come up with a new eye-catching brand design – a major departure from the airline’s previous eagle motif.
“The idea is for mas to stand out from the crowd, says Cato Brand Partners’ Americas office managing director and partner, Ricardo Saca.
"The striking new dynamic box design represents the flow of cargo, making the business strategy visible, while retaining the green provides continuity for the brand,” Saca says.
“The use of green also ties into a commitment to being more environmentally conscious, through investing in more eco-friendly aircraft.”
"The word 'ma´s' is Spanish for 'more', fitting perfectly with the airline's plans for more aircraft, more routes and to be more customer-focused," Saca says.
"It was important for us to really get to the heart of what the brand stands for, so we spoke to internal stakeholders at every level – allowing us to really understand the depth and breadth of the business and therefore design with this in mind."
In the last three years, mas has tripled its employee headcount, routes and revenues. It recently took delivery of the first of eight converted Airbus A330-200P2F aircraft, to operate alongside its fleet of Boeing B767 freighters.
The airline is also expanding its ACMI (Aircraft, Crew, Maintenance and Insurance) leasing service with four new contracts, including regular operations to three cities in China.
"The leadership team is very excited about the new branding, mas CEO Luis Sierra said 'wow, this is going to make a very strong statement on the tarmac'."