Marketer scoops BA identity work

A through-the-line marketing agency has beaten two design consultancies to redesign the identity for British Airways World Cargo, which sells cargo capacity on BA passenger flights.

Joshua, part of media conglomerate Grey Communications Group, won the identity job having pitched against two unnamed design groups from the BA roster.

The agency already handles marketing communications for BA Holidays and various BA corporate marketing projects.

BAWC marketing communications manager Caroline Barr says the reason Joshua beat the two design consultancies was because of its strategic brand thinking.

“Since we originally created BA Cargo [its previous identity] all our marketing activity has been about building a world image. The reason Joshua has become involved is that we are looking to develop an identity for the new products we are launching next year. We have done so much work with Joshua over the years it is in a very good position to design the [main] product identity,” she says.

Although the implementation of the identity is not a part of the brief, Joshua will ensure the identity integrates with British Airways’ masterbrand and works globally, says Joshua managing director Nick Spindler.

BA has recently worked with consultancies including Interbrand Newell and Sorrell, Wolff Olins and CD Partnership.

Joshua, formed last year by sister groups Grey Direct and Grey Integrated, bills itself as an integrated, full-service agency.