Case Study: Menzies Aviation builds a stronger global brand with The Lane Agency

Menzies Aviation rallies employees with The Lane Agency as £550 million takeover bid follows rebrand

The Lane Agency partnered with Menzies Aviation, a global airport logistics supplier with a long heritage, which sought to rebrand and give its identity a more human feel. The challenge was to create new creative assets that were clear and easily translatable for a global organization operating in over 200 airports.

The Lane Agency developed a new brand look and feel that put Menzies' employees at its heart, featuring updated photography and a new strapline: ‘People. Passion. Pride. Since 1833’. The rebrand became a rallying call for employees during the pandemic and contributed to the company's continued growth, culminating in a £550 million takeover bid that doubled its previous valuation.

Menzies Aviation