Operating out of Billy Bishop Toronto City Airport in downtown Toronto, we began working with Porter Airlines before its first plane took off in 2006, helping to fulfil the ‘flying refined’ brand promise we defined together – a smarter and more dignified way to travel. We developed the brand in its entirety, from naming and identity to service design, livery, cabin interiors, advertising and in-flight publishing, all fronted by our lovable raccoon mascot.
It’s all in the name
The name Porter was inspired by the notions of transportation with care and a higher level of service. Crucially for the Canadian market, Porter also works in both French and English.
‘Mr. Porter, our graphic raccoon brand mascot, is what I would call the defining aspect of our brand personality’
Robert Deluce, CEO of Porter Airlines
A mascot with a mischievous streak
Mr. Porter came to represent the personality of the brand: suave, stylish, charming and ever so slightly cheeky. Having an animated mascot has given Porter versatility in its communications, and allowed it to stand out in a competitive market.
Porter’s cream leather seats help to create a feeling of spaciousness and luxury in small-scale and nimble planes. Smart, navy pillbox hats add the finishing touch to flight attendants’ uniforms.
An illustrated map celebrates five years of flying refined. Since launch, Porter has expanded its routes and now flies to 23 destinations across Canada and the US.
Here, there, everywhere
The in-flight magazine re:porter has been instrumental in building affection for the brand. Publicising the breadth of Porter’s urban and rural destinations, stories range from Newfoundland’s culinary bounty to Boston’s literary scene.