Branded Mercator, in-house IT division within Middle East’s largest carrier, transforming entity into dedicated sub-brand providing outsourced aviation technology and ground handling solutions to global competitors.
Today, Dubai-based Mercator (part of the Emirates Airline Group – Middle East’s largest carrier) is a provider of business technology solutions and services to the global airline industry. With offices in UAE and Thailand, Mercator provides the IT systems and services that support worldwide operations of 100+ major carriers in Africa, the Americas, the Asia Pacific region, Europe and the Middle East. Its services include passenger, cargo, CRM, ground-handling and financial management. Prior to the branding exercise, this is what they aspired to be. The breadth and depth of Mercator’s expertise combined with its vision to expand aggressively across the globe necessitated a new brand image.
Conceived and orchestrated the vision, strategy and brand execution for Mercator, starting with naming – from Gerardus Mercator, a pioneering 16th century cartographer, philosopher, and mathematician. Directed all research, creative and production teams, along with resource, cost and vendor management.
Contributed to transforming Mercator into a dedicated sub-brand providing outsourced aviation technology and ground handling solutions to global competitors – surpassing the goals they had set for themselves.