IAG Cargo

Project: Leading the way

Uniting senior leaders from across the globe

For a business to move forward, it’s important that its senior leadership team feel united, connected and inspired to create positive change. For IAG Cargo, an in-person conference was the perfect opportunity to bring Senior Leaders from across the globe together and ensure everyone felt inspired to lead the way to future success.

IAG Cargo was organising an in-person conference for 80 of their Senior Leaders from across the globe, bringing everyone together as one team for the first time since the pandemic.

The purpose of the conference was to ensure Senior Leaders across the business felt aligned with IAG Cargo’s business strategy, core values and vision so they could inspire positive change within their teams.

IAG Cargo identified the need for a new identity for the conference to unite global colleagues, bring all communications together and serve as the foundation for future communications. This identity needed to align with IAG Cargo’s brand values and reflect a positive culture change.

‘Leading the way’ at IAG Cargo

We worked closely with IAG Cargo to develop a unique identity for their Cargo Leadership Forum that encompassed their brand values, aligned with their overall business strategy and inspired leaders to take action to drive positive change – an identity named ‘Leading the way’.

After we created this new name, we developed visuals that represented the ‘Leading the way’ initiative. This visual approach needed to work across conferences, training and communications materials now and in the future. Our creative approach centred around IAG Cargo’s four brand values and the colours associated with each, with arrows visually representing the positive impact leaders have as they guide their teams to future success.

For the upcoming conferences, we created a logo, presentation template and pull-up banner to launch this new identity.

What was the meaningful difference?

IAG Cargo now has an engaging and meaningful identity for its long-term leadership programme. Since this initiative launched, IAG Cargo has been awarded Top Employer 2024 by the Top Employer Institute, with ‘Leading the way’ being highlighted as an initiative that energises employees on IAG Cargo’s vision, mission and values.