Background
Building a Consistent Brand Narrative Across Continents
Satair is a global aircraft component and service company based in Copenhagen, Denmark. The company offers a comprehensive and integrated selection of material management solutions, services, and custom support options designed to streamline the aircraft's entire life cycle. These offerings enable customers to focus on their primary operations: ensuring safe and cost-efficient aircraft performance.
Satair is a stand-alone company and 100% Airbus subsidiary with more than 1,200 employees and 10 locations worldwide. A company as large and significant as this one requires a significant amount of design work to match its size and reputation.
That’s where Hardeep Kaur comes in.
Hardeep, a marketing project manager at Satair, oversees brand management along with other responsibilities. Her work involves crafting branding guidelines and templates to enhance the company's global brand image. She aims to maintain consistency and high quality across all forms of external communication, such as presentations, to ensure they accurately represent the Satair brand.
My day to day is honestly ensuring that our brand is consistent, worldwide.
Being a global company, Satair has employees all over the world and in various time zones.
The most important thing for me has been to make brand guidelines. That way whenever we’re not there—like when we're sleeping and the team in Singapore is up—they can easily access these brand guides and follow the rules.
Challenge
Navigating Early Partnership Hurdles to Achieve Brand Coherence
Satair, being a large and prestigious company, has extensive needs for presentation design for various events such as trade shows, customer meetings, and sales pitches. A few years ago, the team identified a lack of consistent branding in their PowerPoint presentations. Additionally, they acknowledged that their marketing department was unable to meet all the internal design demands. And though they’d been working with Superside since 2016, no one person on their team was leading the charge.
Simultaneously, Superside, which was then known as Konsus, was in its formative stage. They were dealing with a surge in clients and the task of building a top-tier remote design team, presenting a steep learning curve for both Satair and Superside in their early partnership. Satair's employees from various departments were sending in design requests without adhering to strict brand guidelines, leading to high-quality but inconsistent presentations—a major issue for maintaining a coherent brand image.
With all these challenges in play, it was clear that changes were necessary for the partnership to succeed and for Satair to effectively manage the growing volume of internal design requests.
Solution
Establishing a Single Source of Truth in Satair's Design
As Satair developed, it became clear that appointing Hardeep to oversee and standardize the quality of presentation designs was a logical next step.
Around 2 years ago we found out that we didn't really have anybody internally leading design with you guys [Superside]. There wasn't a lot of a consistency in the designs, but that was on us.
“From our internal point of view, we felt like we needed a single source of truth—someone who could take the lead on how our presentations should be developed. I was appointed to take on that challenge and somehow became a super user of Superside along the way.”
Once Hardeep and her counterpart at Superside addressed the initial issues and established clearer brand guidelines, Satair's presentation design quality significantly improved.
Having Superside as a creative partner has really supported Satair's branding consistency, freeing up much more time for me to focus on other key tasks
Results
A Seamless Creative Partnership with Timely Turnarounds and Global Coordination
From knowing their brand inside and out, to being available around the clock with speedy 24-48 h turnarounds, Superside has become a consistent creative partner to Satair over the past four years. It’s almost like a well-oiled machine at this point!
I feel like the Superside team really listens to our needs. They're so great at communicating and answering any questions right away.
For a global team across multiple time zones, this is key. It makes scaling design that much easier.
Now, there’s very little back and forth on projects, freeing up time for Hardeep and the rest of the marketing team to go about their many other tasks.
My direct Superside project manager does a lot of the heavy lifting and quality control—it’s a really lovely experience. I never have to worry about designs not being done on-time or to our standards.
Over the years, Superside has become a true extension of the Satair marketing team—adapting to their needs as the brand has evolved, and adjusting to the ebb and flow of their design needs. With a dedicated project manager, a handpicked design team and even an art director, Hardeep has been able to help improve Satair's presentation designs and create brand consistency across the board.
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