We helped IAG create two sub-brands as engines of transformation, driving growth and industry leadership.

A CLEAR PATH AHEAD

International Airlines Group <a target="_blank" href="https://www.iairgroup.com/" rel="noreferrer noopener">(IAG)</a> is one of the world’s preeminent airline holding companies, with a portfolio that includes British Airways, Iberia, Aer Lingus, Vueling, and LEVEL.  
IAG was already setting the pace in creating a smarter, more sustainable future for aviation. To accelerate its transformation agenda, the group needed strategic tools to drive progress across the business and the wider industry.   
We partnered with IAG to define and launch two strategic sub-brands: <a target="_blank" href="https://www.iaginnovation.com/" rel="noreferrer noopener">IAGi</a>, dedicated to harnessing innovation, and IAG Transform, an internal central platform designed to speed up change and embed it at scale. These initiatives enable the business to diversify and seize new opportunities, positioning the group at the forefront of aviation’s future.

The result is a clearer narrative and a shared sense of direction for the group.
IAGi, formerly Hangar51, was designed to test emerging technologies and scale high-impact solutions. Its new brand strengthens its role as a global innovation player, while building equity towards the IAG group brand. Built on ambition, expertise, and impact, IAG Transform plays a critical role in uniting experts and capabilities internally and from across IAG’s operating companies.

Together, IAG, IAGi and IAG Transform form a connected story: innovation feeding transformation, transformation reinforcing leadership.

IAG charts a new course

Related links

Tech Mahindra's brand rises for tomorrow

A confident new brand for Play Media

The impulse of a new generation

IAG charts a new course

Related links

Related work

Tech Mahindra's brand rises for tomorrow

A confident new brand for Play Media

The impulse of a new generation