Aeropuertos Argentina
Aeropuertos Argentina is the largest airport operator in Argentina. The client approached Membranding with the goal of renewing its former brand identity: Aeropuertos Argentina 2000. As a company operating in 35 airports nationwide, the challenge was to consolidate its fundamental role as a bridge between Argentina and the world, as well as among the country’s various regions. The objective was to shift the perception of its airports; from being merely functional transit points to becoming key spaces for connection, the enjoyment of travel, and ultimately, destinations in their own right. This goal called for an adjustment of the brand identity, a task undertaken in collaboration with Guillermo Brea.
Together with key stakeholders, the process began with a deep and extensive conceptual renewal to redefine the brand’s new values, tone, and voice, aligned with the desired positioning. Following this, the company’s naming was adjusted to align with this new strategic vision for the future of the brand as a representative of the nation’s airports. As part of a structural change, the temporal reference to the turn of the millennium was removed from the name.
With these definitions in place, the graphic development phase began. Clear guidelines were followed to ensure that these changes would not cause significant disruption or risk a loss of audience trust. The goal was to refine the original brand to inject the new conceptual content. The icon was updated to include a silhouette resembling Argentina’s territory, replacing the previous runway design, to reinforce the new phase while building on the solid foundation of the brand’s established history.
Additionally, a graphic system was designed from a digital perspective, tailored for modern digital applications. A color palette inspired by the national colors was created, complemented by distinctive accent colors.
This semantic transformation strengthens the association between the brand and the country, redefining their relationship and consolidating the brand’s position on the national map.
Together with key stakeholders, the process began with a deep and extensive conceptual renewal to redefine the brand’s new values, tone, and voice, aligned with the desired positioning. Following this, the company’s naming was adjusted to align with this new strategic vision for the future of the brand as a representative of the nation’s airports. As part of a structural change, the temporal reference to the turn of the millennium was removed from the name.
With these definitions in place, the graphic development phase began. Clear guidelines were followed to ensure that these changes would not cause significant disruption or risk a loss of audience trust. The goal was to refine the original brand to inject the new conceptual content. The icon was updated to include a silhouette resembling Argentina’s territory, replacing the previous runway design, to reinforce the new phase while building on the solid foundation of the brand’s established history.
Additionally, a graphic system was designed from a digital perspective, tailored for modern digital applications. A color palette inspired by the national colors was created, complemented by distinctive accent colors.
This semantic transformation strengthens the association between the brand and the country, redefining their relationship and consolidating the brand’s position on the national map.
Design
Membranding
Brand Director
Gustavo Stecher
