Smooth luggage handling. With highly innovative products Type22 met the needs of airports and airlines. Everyone believed in Type22. Investors stood in line and with the successful launch of the product Scan & Fly the future was looking bright. Time for a professional profile. Bourne was selected to work with Type22 (then Quintech) on a brand strategy, positioning and communication strategy. A new name and corporate identity completed the traject.
The results took a flight and early 2016 the company was acquired by SITA, a major player in the industry.


The start of the design process: moodboards

With Type22 we organize a number of identity workshops. The outcome is the definition of the company's identity, based on which we are able make a creative brief for the design process. For the visual translation of the identity, we

emphasize some aspects of it in the design. These accents we show our client in the three moodboards that you see below. They give a good indication of the possible look and feel of the company. Based on the feedback,

we start designing the corporate identity. First we present two directions, which eventually lead to the final design. In this project, we collaborate with design agency Ready For Take-Off.


The final identity: logo and dynamic design element


A brand strategy for Type22

Type22 has developed a range of products all of which contribute to hassle-free luggage handling at airports. They each have their own name and Type22 asks our advice on whether, and if so, how they should be positioned under the Type22 brand. Because the products are actually more famous than the organization behind it and most audiences have to deal with just one

product, we choose for a carrier-strategy in which the various brands communicate their own name in combination with Type22 thereby as the carrier for multiple solutions. Each brand has its own characteristics and proposition, but shares the values, vision and ambition of Type22. This we visualize in design and communication.


The process of naming

When thinking about a new name for an organization, a choice must be made from the naming spectrum, which moves from abstract and associative to communicative and descriptive names. Each of the four options has its own characteristics and it's good to be aware of them and discuss the primary purpose of the name. To come up with a new name, we combine the spectrum with four categories defined by us: focused on the tradition, the product/service, the organization and its proposition. By using this model we will come up with the perfect name, by presenting our client first a long list of possible names, which we then (with the client) reduce to a shortlist and the final name.