BRAND IDENTITY DEVELOPMENT
Global Events / Integrated Branding
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SUM AIR BRAND IDENTITY DEVELOPMENT
Global Events / Integrated Branding
Project Background
SUM Air was established to connect South Korea’s many islands—set within a peninsular landscape of rich natural beauty shaped by mountains and rivers—where access has long been limited by short runways and constrained air infrastructure. By focusing on island airports and operating compact aircraft capable of short takeoff and landing, SUM Air overcomes geographic barriers and enables faster, more convenient regional travel. Through its Regional Air Mobility (RAM) service, SUM Air opens new pathways to destinations that were previously difficult to reach, bringing hidden island destinations closer to travelers.Our Solution
The name SUM is derived from the Korean word 섬, meaning “island,” while also symbolizing the coming together of islands, local communities, and travelers. Designed as a gateway to regions inaccessible by large aircraft or rail networks, SUM Air embodies a holistic vision of regional connectivity—linking people to Korea’s islands through efficient, human-scaled air mobility.This branding project focused on creating a clear and approachable identity system and supporting content that communicates SUM Air’s vision and commitment to regional communities, building trust across diverse audiences.
- Global Market Research & Strategy
- Brand Diagnostics
- Brand Identity Development & Verbal Strategy
- Customer Touchpoint Improvement
- Signature Moments
