Responsible for air traffic management and control in 10% of the world's airspace, ATNS sought to promote awareness around environmental sustainabiltiy to their staff. Not only this, but they wanted to position themselves as a responsible employer and eco-aware regarding their carbon footprint.
Since ATNS focuses on air traffic and navigation and safer carbon-free skies, we devised a sustainability initiative that we dubbed 'Mission Blue'. Not only is blue part of ATNS's brand identity but it also enabled a direct connection to aviation.
Describing this initiative as a 'mission' gave a sense of collective purpose and a firm direction - towards sustainability. In addition the strapline - 'It's up to you' - emphasised that it is every individual's responsibility to make a positive change.
A mascot called SIMO was also developed, providing a more human/humorous element addressing the issues of sustainability and eco-living.