British Airways Benefit Fund

Identity and logo design, stationery, brochures, leaflets, adverts and PR

A good brand has the power to bring a great idea and a well-defined audience together. For the British Airways Benefit Fund, that’s exactly the kind of brand we created. The Fund provides earnings replacement plans for BA staff, paying out an income when they can’t work due to ill health. Originally run within BA itself, a restructure meant the Fund would run independently in future. So Marketing Zone was called in for the re-launch.

The Fund needed a brand that was clearly separate from the airline, while still appealing to BA’s people. We solved this with an identity that is both distinct and instantly familiar, and carried this through with a completely new suite of marketing materials ready for launch. Our design and messages made people stop and take notice. So the Fund could enjoy a 25% uplift in enquiries from our work.