Working with Swissport meant evolving a brand for one of the world’s largest aviation services companies—where scale, complexity, and legacy shape every decision. Collaborating closely with the CCO and VP of Marketing, I developed a deep understanding of the business, its operational realities, and its long-term Vision 2030 goals. When I joined, the brand leaned heavily on operational messaging but lacked a cohesive narrative and a modern visual voice. Rather than a full rebrand, the challenge was to carefully develop the identity—strengthening what already worked while introducing clearer styling principles, a more confident tone of voice, and a unified look and feel across digital and print. By establishing shared brand narratives that ground messaging and strategic goals, Swissport can now communicate with greater clarity and consistency across all outputs, better reflecting the company’s global expertise, ambition, and long-established authority.