Daniel Tijesuni and his team have reimagined the Air Canada brand identity, offering a bold and modern take on one of the most recognizable symbols of Canadian culture: the maple leaf. This project was inspired by in-depth research into the aviation industry, uncovering surprising insights and prompting a rethinking of Air Canada's visual identity.

“It all started a while ago when my team and I started a research, reviewing the best airlines in the industry. While we found some exceptional carriers, it was surprising to see Air Canada listed below what we expected. We had lots of WHYs and we decided to seek answers.”

“Dating back to it's root, the Air Canada logo relies heavily on the iconic Maple leaf which has been used to represent the Canadian Identity since the 19th Century. What we did was pretty simple; we set the maple leaf free! Sounds funny but our process was influenced by the thoughts of FREEDOM. We wanted people to see "travel" differently and also experience it the best way they can.”