Background

Featuring over 70,000 artefacts, texts, and photographs, the Royal Aviation Museum of Western Canada engages visitors of all ages in Canada’s rich aviation and aerospace heritage. In spring 2022, the museum will re-open its doors in a brand new state-of-the-art facility located on Wellington Ave. – in direct proximity to the Winnipeg James Armstrong Richardson International Airport. Visitors will be guided by the story of flight across western and northern Canada through 14 immersive galleries featuring more than 90 historic aircraft.

The Opportunity

With the opening of a new facility came the opportunity for a new brand expression and heightened engagement with aviation enthusiasts, donors, staff and the general public. Broad research was conducted to gather key insights around current perceptions, demographics, and to formulate a robust brand strategy. The new brand would be required to engage on every platform imaginable and be highly flexible in order to remain fresh throughout an extended rollout and implementation.