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New Skywest identity to send clear message

THE re-launched Skywest will appear shortly in the skies above Perth.

The move follows a successful, if painful, separation from Ansett, and chief executive officer Bill Meeke said the development of a new corporate identity for the airline would send a clear message to the market about Skywest.

“This is a huge opportunity to do many things and one is to tell Western Australians that the airline is now wholly owned in WA,” Mr Meeke said.

“It’s to tell people that we are now totally self sufficient.

“And that we’re going to supply the market with a whole range of services.”

The high-profile project has been awarded to Ken Cato at Cato Purnell Partners.

And although Cato Purnell Partners has an office in Perth, the creative work will be undertaken by Ken Cato in the company’s main studio in Melbourne.

Cato Purnell Partners has developed some of the best known corporate identities in the airline industry, including Qantas, British Airways, Australian Airlines and project work for Singapore Airlines and Air New Zealand.

Cato Purnell Partners was chosen following a competitive pitch involving local agencies.

Cato Purnell Partners has an office in Perth and has successfully pitched for a number of local projects, including the controversial Way2Go corporate identity for the former Ministry of Sport and Recreation.

Cato Purnell Partners chief executive officer Glennis Kennedy said although the creative concepts came from the company’s main studio, the project would be managed in close liaison with the local project management.

“We’ve worked together on a number of projects, including Metasource, Woodside’s sustain-able energy business, Police and Nurses and the evolution of the brand for Garden City,” Ms Kennedy said.

Skywest’s advertising account will continue to be looked after by the Brand Agency.

Cato Purnell Partners will present the new corporate logo to the Skywest board in early July.

Mr Meeke said that, until then, it was not known whether any elements of the original corporate identity would be retained.

“I’ve left that up to Cato Purnell Partners,” he said.

“They’ve done a complete audit of everything that carries the Skywest corporate image.”

The new corporate image isn’t just about creating a new look for the airline, it will also play a vital role ahead of Skywest’s listing on the Australian Stock Exchange later this year.

Skywest is looking to raise about $5 million dollars to further the expansion of the airline into the tourism market.

“It’s really just to give us funding for the growth of the business,” Mr Meeke said.

“The cash side of the business is looking very good and we’ve been trading profitably on and off since April this year.”

The new corporate identity was required to lead the attack to achieve the company’s business outcomes, he said.

“It’s really a great opportunity for us to reconnect with the community and it’s also a great opportunity to reconnect with our staff,” Mr Meeke said.

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