Breaking the mould for corporate identity.
Whiskey Lima Golf is the perfect place to grab a bite before or after your flight (and our personal favourite whenever we're in the windy city). With construction well underway, it needed a name and visual identity system that could be rolled out by its internal design team.
Visual references hark back to 1950s airline posters – a golden age when flying was a little bit posh.
Inspired by the location, we injected humour and lightness to make WLG stand out from Rydges’ corporate personality. Whiskey Lima Golf plays on the aviation code for Wellington. The lightning bolt is the runway (which may appear to bend in 75km/h winds), and the lightning bolt is the sound of the public address system. Typography and visual references hark back to 1950s airline posters – a golden age when flying was a little bit posh.
A better than par result
We created a design system and guidelines that enabled Rydges to roll out, promote and grow the WLG brand. Customers think it’s cute, and the client thinks it’s clever. Visual mashups of airport icons, call signals and phonetic titles make for a robust yet refined identity system that has the flexibility to work across multiple touchpoints from packaging to menus, social media and animation.