Southern Cross Aviation, an identity of their own.


Project – Southern Cross Aviation logo design and direct mailer.

Logo Design: In the beginning…
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A simple idea, rough draft, and color pallet were presented to me over dinner and drinks, at one of my favorite sushi places. Thanks to my husband who had offered my fresh design skills to a potential client and co-worker of his.

A few weeks went by, and a business was created.  A few mockups, additions, and little changes here and there, a brand started to emerge. Specifics on how the plane would look, and what angle is would have all contributed to the final logo design.

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SCA logo different gwht text



The next project is a direct mail postcard for Southern Cross Aviation. This is a new start up business and the design should assist in defining their brand, who they are and what they do. The main goal is to establish a brand, bring in new students/clients and for those new students to refer their friends.

The target audience is made up of two major specific categories.
The first and primary target audience is made up of military pilots who wish to transition from military flying to civilian flying and whose goal is to become an airline pilot. This pilot needs to become current or stay current in an airplane. This group’s age range is from 30 to mid 40’s and they are transitioning from the military. There are two subcategories here: Pilots who are nearing retirement or pilot’s transitioning mid-career without a retirement. Both categories are not likely in a flying tour. Two very different financial backgrounds, but both would want to become current in as cost-effective manner as possible. They need to be requalified and current in their flying hours in order to apply for an airline job, and subsequently to acquire an ATP (Airline Transport Pilot) license. This target audience NEEDS someone to bridge the gap from military flying rules and procedures (which are very structured and hierarchical) to civilian rules and procedures which can be very different.  

The second target audience is anyone who wants to learn to fly. This audience could be anyone who just wants to take flight lessons or anyone who wants to earn their student pilot certificate. The age group is anyone fourteen years old and up.
Both will have an interest in aviation, love planes and be excited to fly. They are most likely thrill seekers and adventurous.

First goal: To establish the brand with advertising towards the primary target audience that the company is made up of military pilots who are assisting other military pilots transition to civilian aviation.

Second goal:  To advertise to the secondary target audience that the company can teach anyone to reach their own, personal flying goals.

Third goal: To get clients to refer their friends and get Southern Cross Aviation’s name out there.

The proposed content is the image of a Comanche plane. Or, simplified similar plane and the interior of a small plane. The idea is to show the perspective from the inside of the plane, as a pilot;  versus a person looking up at a plane flying in the sky. The image will visually say “you can fly, and I can teach you how, right now.”


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This direct mail piece serves as another piece of the SCA brand, while also conveying the type of company SCA is and what they do. This met the first goal. The second goal also included targeting anyone who would like to learn to fly as well. The third goal will definitely help to get their name out there. These would be mailed out to military contacts, transition programs, and would be digitally blasted on varying social media sites, and shared with prior and current co-workers of the owner Kurt. The logo has been tweaked to incorporate the airplane and a swoosh behind the plane, per Kurt’s initial request.

List of content & Copyright Permissions
I am the designer, and I give my permission for this logo to be viewed on my blog and used on all of Southern Cross Aviation’s media.
I am the sole designer of this logo and mailer. I give my permission to use this in a teaching format and will ultimately give the final rights to Southern Cross Aviation, to be used by their start-up business.Screen Shot 2017-03-29 at 7.58.12 PM

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