While it was the colourful symbolism of the original tailfins that aroused the public interest and Lady Thatcher’s wrath, the identity programme ran deeper in its ambition to express the airline’s new ‘Global and Caring’ positioning as a ‘Citizen of the World’.
Piers was responsible not only for the brand and identity strategy but also for ensuring that the airline’s management and uniformed staff were fully versant with the thinking behind the initiative. This required him to make more than 300 presentations to nearly 6,000 people, globally, over a two-year period.