Introduction
Raya Airways is an air cargo carrier based in Malaysia, providing freight services connecting key markets across the Asia-Pacific region. The airline required a complete rebrand to communicate its expanded role in connecting manufacturers, suppliers, and consumers through air logistics.
Walk Production was appointed to lead a comprehensive rebranding initiative covering brand strategy, visual identity development, aircraft livery design, corporate collateral, website development, photography, corporate video, and brand activation activities.
Our Solutions
Brand strategy and logo design
The rebranding developed the brand narrative around connecting people and businesses through service excellence, inspired by Raya’s routes that bring markets together across destinations. The brand positions Raya Airways as a reliable partner for business success in global logistics.
The new logo design is a combination mark featuring a 3D box representing logistics capability, with arrows symbolising forward movement and progress. The design communicates efficiency, reliability, and comprehensive logistics reach across air, land, and sea. Yellow represents energy and dynamism, paired with navy blue for trust and professionalism.
Aircraft livery and corporate identity
A distinctive aircraft livery was created as a primary brand application, featuring the new logo with the Malaysia flag, tagline, and registration details. The livery uses the yellow and navy blue palette for visibility on runways and in flight. The identity programme includes stationery, uniforms, and corporate collateral for all operational and administrative functions.
A secondary graphic called ‘Polyraya’ was developed from the logomark anatomy, providing visual flexibility across marketing materials and digital applications. The brand architecture supports subsidiary divisions including Raya Logistics, Raya Engineering, and Raya Consulting through a Branded House structure.
Brand collateral, website, and activation
A company profile and presentation templates support business communications, articulating vision, mission, and brand personality traits of reliability, empathy, passion, and innovation. Comprehensive aviation brand guidelines cover logo usage, colour specifications, typography, livery specifications, and the brand extension system for subsidiary operations.
A corporate website presents services and capabilities to cargo clients across the region. Photography sessions and video production captured Raya Airways’ operations, aircraft, and facilities. These visual assets were implemented across collateral, profile, and website. Brand activation activities including social media management supported the rebrand launch to build awareness.
The Results
The rebranding established Raya Airways with a distinctive identity that communicates its role in regional air logistics. The aircraft livery creates visibility and recognition across airports, whilst the comprehensive brand system supports consistent presentation across all business operations.
The brand activation and corporate video supported the launch of the new identity to stakeholders and the market. The Branded House architecture provides framework for subsidiary operations whilst maintaining visual connection to the parent brand.
Project Gallery
Related Questions
What considerations apply to airline branding?
Airline branding must work across diverse applications from aircraft livery to digital platforms. Visibility and recognition are critical, requiring colours and designs that work at distance and in varying light conditions across airports and operational environments.
What is aircraft livery design?
Aircraft livery refers to the paint scheme and visual branding applied to aircraft. Effective livery considers visibility from ground and air, maintenance requirements, and how colours appear on large curved surfaces. The livery serves as a primary brand ambassador.
How does brand architecture work for aviation groups?
Aviation groups often use Branded House architecture where subsidiary operations share visual connection with the parent brand. This creates efficiency in brand management whilst allowing divisions to serve different market segments with appropriate positioning.
Why is brand activation important for rebranding?
Activation collateral introduces a new identity to stakeholders and markets through coordinated launch activities. Videos, social media campaigns, and targeted communications build awareness and understanding of brand changes, supporting smooth transition from old to new identity.
What makes cargo airline branding different from passenger airlines?
Cargo airline branding focuses on business-to-business communication rather than consumer appeal. Messaging emphasises reliability, efficiency, and logistics capability. Visual identity must work primarily in airport and industrial settings rather than passenger-facing environments.
