BMI-Business as unusual


Business as Unusual.

Helping BMI reposition against its ‘baby’.


Sometimes success can create its own challenges.

So successful was BMI’s low cost offer that the airline’s full service offering began to lose traction. Our challenge was to position the airline for future success.

The first step was a strategic repositioning, which led to a realignment of brand image – including corporate identity system and brand communications. Then we began to apply this thinking in tangible ways, a process that culminated in a new lounge design at Heathrow – No.1 Heathrow.

The aim? To create a consistent, coherent and compelling passenger experience that people would relate to and remember. From the Frequent Flyer Programme and Club Cards to the Premium Check-In Lounge, we differentiated BMI from its competitors.


Emblematic was the new Lounge, which we positioned as a ‘Home Away From Home’, replete with Aga, fireplace and a homely pub-like feel. Chair-side service, a personal greeting and a focus on hospitality set the concept apart. Meanwhile, signage created presence and helped the brand ‘own’ the airport.

Shifting focus, executing a vision, and creating tangible value for the airline, we are proud to have been strategic brand partners for this groundbreaking enterprise.