BRAND DEVELOPMENT
Patient AirLift Services (PALS) was founded in 2010 to help provide free flights to people who need them most. As a volunteer pilot organization, PALS has provided more than 23,000 free flights for patients battling illnesses, veterans in need of supportive services, and victims of natural disasters.
The PALS brand was not reflecting the care, warmth, and mission of the organization and was not helping to support efforts to build a new base of donors. I worked with my team to build a new brand foundation using the tried-and-true Brand House method. The brand promise surfaced: Going above and beyond to lift people up.
The PALS visual identity needed modernizing, but it also had to reflect the new brand strategic foundation. I led my team to create a logo that differentiated PALS from other volunteer pilot organizations, as it focuses on the people PALS serves instead of solely using aviation iconography.
The logo icon builds a narrative around the PALS brand. The child represents PALS passengers, but the silhouette piques the curiosity of who the child is and what is their story. The badge shape is representative of a plane window with the shade up. The child holds a toy plane in the air with an upward gaze. The imagination of a brighter future and the hope of what a flight can bring fill the brand with optimism.