How to... Invigorate your brand

John Horsfall is well known as a quality textiles supplier to airlines. Now it's refreshing its brand and adding new partnerships. Julie Baxter discovers more

IDENTIFY YOUR STRENGTHS

John Horsfall is a familiar name in the onboard sector with an impressive client list but is now headed to a new era of growth with a rebrand to refresh and reinvigorate the brand and reflect its forward thinking, ambitious plans for the future.

BUILD ON THE REPUTATION

Ellie Parkes, business development manager, explains: “The rebrand simply consolidates the company story and values. Airlines want every passenger’s experience to be extraordinary and that means constantly striving to make wonderfully touchable fabrics and beautifully practical products that relax, reassure and delight. We just need our branding to reflect that we have been doing just that for years.”

HIGHLIGHT YOUR VALUES

The rebrand aims to reflect the company’s creative thinking and expertise and the team's obsession with detail. It is built around the slogan: ‘Creativity in Flight’. Parkes says: “That phrase perfectly captures our sentiment.”

THINK BIG, LOOK AHEAD

Comprised of a team of textile experts creating inflight solutions to constantly elevate the aviation experience, the brand puts its core focus on ensuring passengers feel at home every time they travel. They see a huge potential for growth within the sector and have ambitions to become recognised widely as a global brand.

FORGE PARTNERSHIPS

As well as attracting customers, the company hopes its new look will also help it engage with more brand partners, Parkes says: “We understand the power and value of collaboration, and are excited by our recent tie up with the V&A with which we have a natural affinity.”

ADD VALUE

The team is particularly keen to enhance its Premium Economy offering. Parkes says: “We’re proud to supply product in several of the highest Skytrax rated PEY cabins and understand how design and innovation in this area can transform experiences and create added value for our airline clients.” •