In 2018, the Changi-led consortium LIPAD (Luzon International Premier Airport Development) was awarded the operations and management contract for the new Clark International Airport (CRK). Vitamin B came on board to create a new brand for the airport that would reflect its strategy to be a transit hub for the Philippine archipelago and supplement Metro Manila’s Ninoy Aquino International Airport (NAIA).
The result was a brand identity that reflects the brand’s goal of providing the market with a new level of airport experience of comfort, efficiency, and enjoyment. The identity is a wordmark that applied the brand’s airport code “CRK”. The graphic treatment took inspiration from the hub and spoke model, signifying the meaningful connections made through Clark International Airport.
Brand Strategy & Positioning