Radixx
Agency of record for Radixx, a top reservation software provider for low-cost carriers. After industry leader Sabre acquired them we stayed on, working with Sabre's in-house team through a multi-year brand transition.
Overview
Radixx built reservation and departure-control software for low-cost airlines, competing against far larger players in a category where switching costs are enormous. We served as their agency of record across web, print, sales collateral, and events. When Sabre acquired them, the relationship continued and the work changed shape entirely.
Two problems, years apart. First, position a mid-sized vendor as a credible alternative to the industry giants and launch Galaxy, their new product suite. Then, after the acquisition, fold Radixx into Sabre's design system without stranding the airline customers who had chosen Radixx specifically. The identity carried real equity and could not simply be switched off.
We branded and launched Galaxy, then built the marketing engine around it: websites, a modular sell-sheet system, brochures, digital signage, and end-to-end branding for the annual sales summit and user conference. After the acquisition we worked alongside Sabre's in-house marketing team on a staged migration, moving the palette from blue toward red and applying more of Sabre's system with each release, until Radixx sat naturally inside the parent brand.
Services
- Brand Marketing
- Brand Migration
- Design Systems
- Web Design
- Print Design
- Sales Collateral
- Event Branding
- Environmental Graphics
- Art Direction
Launching Galaxy
Our first assignment was branding Galaxy, Radixx's new product suite. The website that followed was built around it: a night sky, a climbing trajectory, and a promise to take an airline to new heights.
A Brand in Transition
After the acquisition the identity began shifting from Radixx blue toward Sabre red. Each release moved a little further, deliberately gradual so returning customers still recognized who they were dealing with.
Home in the Parent Brand
The endpoint of the migration: Radixx fully at home in Sabre's design system, including its place on Sabre.com. Every step was taken hand in hand with Sabre's in-house marketing team.
The Low-Cost Carrier Film
A brand film for the low-cost carrier offering, made in Sabre's palette after the acquisition — the migration reaching the moving work as well as the printed and the digital.
A Sell-Sheet System
A modular sell-sheet system covered the product line, from the Galaxy passenger service system to ancillary revenue, marketing automation, and release highlights, so the sales team always had current material for any conversation.
Making the Case in Print
Brochures argued the platform's depth against larger competitors, using charts to make a technical comparison legible to the airline executives signing the contract.
Diagramming the Platform
Radixx Insight is the marketing platform in the suite, and a feature list does not show how its parts fit together. The diagram lays out the whole system in one picture — customer data, segmentation, campaigns, measurement and consent, over the stores they run on — with an icon drawn for each capability.
The Loyalty Walkthrough
A walkthrough of the loyalty product, following enrolment as a passenger meets it inside an airline's own booking engine.
Conference Branding, End to End
We branded the annual user conference and sales summit in full: identity, a dedicated website, print collateral, event signage, marketing, and promotional materials.
Wayfinding for Attendees
A stylized three-dimensional map oriented attendees around downtown Orlando for the 2019 edition of the user conference.
Results
Galaxy product suite branded and taken to market
Multi-year brand migration delivered in deliberate, staged releases
Radixx fully absorbed into Sabre's design system and website