OMA
The Opportunity
OMA was in an interesting conundrum: it ran one-third of Mexico’s airports and had expanded into cargo shipping, in-airport shopping, and hotel businesses, but had almost no brand recognition among customers and business partners.
Insight
The brand analysis revealed that the corporate name was overshadowed by each airport’s proper name, and stakeholders didn’t understand who managed the airports or why it should be important to them. Essentially, stakeholders didn’t know who OMA was or why it mattered.
Solution
We recommended a new brand architecture, one where OMA corporate was to endorse the operation of its other business initiatives.
My proposal shown here, inspired by Mexican textiles, was presented, but not selected, as one of the options for their new brand. The design placed OMA’s corporate logo – formed by the three basic figures – as the modular base for the rest of their brand extensions.
