Aerocare

Redefining a brand to keep pace with the growth of a regional leader in aeromedical solutions and emergency transport, with global reach: strategy, new identity, website and video.

Project Aviation branding

Client Aerocare

What we did Strategy, identity and web

Project

Aviation branding

Client

Aerocare

What we did

Strategy, identity and web

WE THINK, WE BRAND - WE THINK, WE BRAND - WE THINK, WE BRAND -

Context and vision

Aerocare was founded in 2020 and grew steadily on the strength of operational excellence and medical judgment, backed by international certifications such as EURAMI. Today it leads the region in aeromedicine and emergency transport, but its brand had not kept pace with that growth.

It relied on the aircraft and on a literal message, “Volamos por la vida” (“We fly for life”), at a time when the company was already handling emergencies by air and by land for insurers, assistance companies and patients. The challenge was to reposition the brand: to decide what position it occupies and what it promises, before thinking about its image.

Strategy

Before designing, we understood where the company was heading. We began with an insight session and a brand survey, the extensive questionnaire in which the company's leadership shared its view of the business, its goals, its audiences and its current brand. We then audited the existing brand through a technical analysis and, in parallel, researched the aeromedical industry, focusing on Latin America and comparing it with European and North American benchmarks.

These inputs were interpreted and synthesized in the brand platform, where we redefined its positioning: “Aerocare is the Latin American aeromedical operator with verifiable international standards. It resolves critical health cases anywhere in the world, with its own medical criteria, globally recognized certifications and end-to-end execution capability.” That execution combines air and ground transport, and continues until the patient is admitted to the receiving hospital or reaches their destination on the ground.

From there we built the rest of the platform around a central challenge: speaking to two very different clients. The institutional client, the main focus of the business, is the company looking for a reliable solution for each case. The other is the patient or their family, who need a transfer at a critical moment. For each one we defined its own value proposition, tone and language, together with the brand’s purpose, personality, values and communication pillars.

That idea was distilled into a new slogan: “We solve the critical. We care for what matters.” The focus shifted from the aircraft to resolving each case in full: the transfer, the logistics and the medical care that lies at the heart of what the company does.

ResearchDesignActivate

01Insight sessionAn initial listening session to understand the business, its goals and its context.
02Brand surveyAn extensive questionnaire: the business, its goals, its audiences and the current brand, from the client's perspective.
03Audit of the current brandWhat to keep and what to transform in the new identity.
04Market researchThe aeromedical industry in Latin America, compared with benchmarks in Europe and North America.
05Brand platformNew positioning, value proposition, tone and language for institutional clients and patients.
06Slogan“We solve the critical. We care for what matters.”

Next stageVisual and verbal identity

Identity

With that platform in place, we designed the new visual and verbal identity to express a broader proposition. We kept what its audiences already recognized, such as the red and the wings, and evolved it into a more contemporary, modular system that is easy to apply. We codified it in a brandbook and an applications workbook.

The new logo is the visible result of work that began long before, with the strategy.

Implementation

With the brand defined, the first activation was the new website. The need to speak to those two clients, the institutional client and the patient and their family, guided its development: it offers a different experience for each one, one for the company looking for the service and another for the patient or relative who needs to arrange a transfer.

The same approach shapes institutional communication, sales materials and the corporate video. The new identity has also been rolled out across operational apparel and corporate stationery.