In 2001, entrepreneur Tony Fernandes bought a debt-ladened airline from the Malaysian Government for just one Malaysian ringgit, with a bold ambition to make flying possible for everyone. Ten years later, AirAsia was already achieving commercial success, but its brand was rooted in the past and failing to communicate effectively outside the core Asian market. 


Working as the retained brand agency across the entire AirAsia portfolio, our challenge was to define a new brand for AirAsia and express it in a way that was right for a global business, rooted in a modern Asian culture.