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  • Qazaq

Qazaq Air

Client: Qazaq Air


The Republic of Kazakhstan has an internationally
admired and awarded National Flag Carrier, Air Astana.

However, air travel within Kazakhstan (a country
the size of Europe in which travel by road is time consuming and notoriously
dangerous) is plagued with low-quality, local carriers with inadequate aircraft
and poor safety records.

The Gate was approached by the Sovereign Wealth
Fund of Kazakhstan to develop a brand for their new, wholly owned internal Air
service – run to the highest international standards.

The brand needed to look modern, stylish,
accessible and to contribute to the economic and social momentum within the
country as a whole.

We needed to provide a soup-to-nuts solution,
from Brand Positioning to Boarding Passes in time for the inaugural flight on
July 6th 2015.


We embarked on a deep dive into global airline
branding and into imagery, modern and historic within Kazakhstan. With this
background we developed over forty territories for consideration, within 10
broad thematic areas. Through a process of stakeholder engagement at local
level, this was reduced to five core identities, which were presented the
Sovereign Wealth Fund. Their preferred option was then further developed and
then implemented throughout the customer journey, together with a Platform
Idea: “We are better, closer” - designed as a springboard for launch
communication campaign.


To a great fanfare and blanket national media
coverage, the brand was unveiled on national television on July 6th 2015, in
time for the President’s birthday celebrations. Qazaq Air (The spelling with
‘q’ derives from the old traditional, pre-Soviet spelling) has been received
with pride by the public at large and is well on its way to dominating the
local internal air travel market.

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