Air Canada Fan Flight, Campaign Identity

Client

Air Canada

Project Date

2018 - 2020

Category

art direction · brand ids · concept mockups · event branding · logo design · motion graphics & video · social media

Air Canada Fan Flight is a national sports sponsorship program that rewards deserving young hockey and basketball fans with once-in-a-lifetime travel experiences to follow their favourite teams on the road. Created in partnership with the Air Canada Foundation, NHL and NBA teams, and charitable partners, the program celebrates children and youth who have made a positive mark in their communities.

I was responsible for developing the campaign identity and creative system, helping position Fan Flight as a meaningful brand platform rooted in sport, travel, community, and emotional storytelling.

ROLE & CONTRIBUTIONS

Identity & Logo Design:

Designed the Fan Flight logo and supporting visual system, combining Air Canada brand elements with aviation and sports cues to create a distinctive campaign identity.

Print & Digital Collateral:

Developed campaign materials across digital, social, print, and in-arena applications, ensuring a consistent look and clear messaging across every touchpoint.

Experiential Fan Photo Op:

Conceptualized and designed an interactive photo op display that featured the campaign’s key messaging and travelled to all seven Canadian NHL team home arenas.

Recap Video Editing:

Edited Fan Flight recap videos, including recipient stories such as Brock Chessell’s Maple Leafs experience below, capturing the emotional impact of the program and translating each trip into shareable campaign content.

CREATIVE APPROACH

The creative direction centred on the excitement of being flown closer to the game, while keeping the focus on the young fans and their stories. The identity combined Air Canada’s premium brand presence with a bold sports-inspired visual language, using a custom Fan Flight logo, strong red and black contrast, aviation cues, and hockey and basketball imagery. The system was designed to work across national sponsorship touchpoints, from arena displays and social content to recap videos and digital campaign assets.

RESULTS & IMPACT

The campaign helped elevate Air Canada Fan Flight from a sponsorship initiative into a recognizable and emotionally driven brand experience. The identity gave the program a consistent presence across NHL and NBA partnerships, while the travelling photo op display amplified Air Canada’s visibility in arenas across Canada. Through social content and recap videos, each recipient’s story lived beyond the game, reinforcing Air Canada’s commitment to Canadian sports, community impact, and creating meaningful memories for deserving young fans.