Interaction with the LGBTQ target group showed that an individual pro-LGBTQ campaign, incorporated in a standard corporate identity does not influence one’s perception of the corporation. One of the most memorable features of airberlin is it’s name. Carrying the name of a city that is currently blossoming. A city famous being a place young people flee to in order to feel free and express themselves. Airberlin with it’s conservative and content corporate identity has lost the conection to the city it symbolises. The new corporate identity is based on the adventure-seeking, young and open-minded attitude Berlin carries.
The motifs photographed for the campaign have carefully been developed to show the lack of establishment that is natural and typical for Berlins citizens. The concept tries to avoid an
aggressive and pretentious statement and focuses on the natural diversity,
playfulness, and a positive attitude of the city.