STRATOS LUX

Brand Identity

Logo Design

Market Research

Stratos Lux, a long-standing leader in private aviation, was grappling with a steady decline in market share but couldn’t pinpoint the underlying cause.

Seeking clarity, they approached us to conduct Brand Perception research to uncover why they were losing ground and to identify opportunities to re-establish their competitive edge.

WE GO BEYOND
TRANSPORTATION

Our mission is to provide instant access, absolute flexibility,
and a seamlessly tailored experience, ensuring that every
journey is as refined as the destination. With on-demand
booking, a global network, and personalized service, we
empower our clients to travel on their own terms.

We go beyond transportation — Stratos Lux offers a bespoke aviation experience, where efficiency, innovation, and discretion converge to create a service that redefines

modern elite travel.

Brand Perception Research

Our goal was to pinpoint consumer perceptions, emotions, and experiences that influenced their market position. We used a two-step approach:

Qualitative Research: One-on-one interviews with current, past, and potential customers helped us explore:

Brand Concepts: What ideas consumers associate with Stratos Lux.
Emotions: How the brand makes them feel.
Descriptions: Words their clients use to describe the brand.
Experiences: Positive and negative customer interactions.

Quantitative Research: A follow-up survey validated interview insights, measuring the prevalence of perceptions, emotions, and experiences across a wider audience.

Result

Our findings revealed that much of Stratos Lux's target audience perceives them as dated and traditional, preferring providers with a more modern and contemporary image (a shame since they've just added a line of newly designed jets to their fleet.)

We also identified a disconnect between how the audience sees Stratos Lux and how the company wants to be perceived. When asked when they last reviewed their branding, the answer was 12 years ago. We recommended a brand refresh to better reflect who they are today and align with the expectations of their audience.

Logo Design

To support Stratos Lux’s brand refresh, we designed a logo that embodies the core values of exclusivity, innovation, refinement, and efficiency. Drawing on insights from our Brand Perception research, we ensured the design resonated with their target audience’s preferences for modernity and sophistication.

The new logo merges the silhouette of a private jet with its reflection to form a star, symbolizing exclusivity and precision. This minimalist approach aligns with the visual language often associated with the luxury market.

Old Logo:

Visual Identity

To align with Stratos Lux’s commitment to luxury, innovation, and refinement, we developed a cohesive visual identity using a sophisticated color palette and typography.

Color Palette

Sunrise Beige: A warm, tranquil hue representing renewal and effortless luxury, inspired by the glow of early morning flights.
Oxford Blue: A deep, distinguished shade symbolizing trust, reliability, and the grandeur of the open skies.
Gray, Black, and White: Neutral tones providing balance, contrast, and a clean, timeless aesthetic.

Typography

The typography was chosen to emphasize Stratos Lux’s authority and sophistication:

SUNRISE BEIGE

HEX:

RGB:

E3DFD6

227/223/214

CMYK:

PANTONE:

14/11/17/0

WARM GRAY 1C

OXFORD BLUE

HEX:

RGB:

082641

8/38/65

CMYK:

PANTONE:

100/83/45/51

289 C

WHITE

HEX:

RGB:

FFFFFF

255/255/255

CMYK:

PANTONE:

0/0/0/0

BLACK

HEX:

RGB:

0F0F0F

15/15/15

CMYK:

PANTONE:

0/0/0/94

BLACK C

A bold, high-contrast typeface used for headings, conveying prestige and control with its wide letterforms often associated with luxury brands.

Tenor Sans: A refined alternative for headings, offering a lighter, more understated elegance.

Archivo: A clean and neutral body typeface ensuring readability while maintaining the brand's modern simplicity.

Brand Application

The refreshed brand identity was seamlessly applied across all touchpoints, including the exterior and interior of jets, stationery, business cards, and the website, ensuring a cohesive and luxurious experience at every customer interaction.