✈️ Building an airline identity from scratch is a challenge that goes beyond a logo or a color palette. It requires strategy, vision, and a genuine connection to the essence of the brand. At TOTEM Branding, we worked with SUA to create an identity that not only represents Uruguay, but redefines the travel experience.
💡 Key lessons from the project:
✅ Authenticity as a differentiator: A strong brand is not invented, it is discovered. For SUA, we explored Uruguay’s cultural roots and captured them in a unique concept.
✅ Purposeful design: Being inspired by constructivism allowed us to convey structure, connection, and exploration, reflecting the spirit of travel.
✅ User-centered experience: Branding should not only attract, but accompany the customer at every stage. From visual identity to in-flight experience, every detail had to be memorable and functional.
✅ Sustainability as a pillar: Today, more than ever, environmental commitment is key in aviation. SUA integrates operational efficiency with ecological responsibility.
🎯 The result: SUA achieves a recognized and differentiated identity in the market, connecting with passengers who are looking for more than a trip: an authentic experience.
🌍 How can branding redefine an industry? At TOTEM Branding we believe that brands with a purpose have the power to transform markets and generate a lasting impact.
🗣Antonio Rama (CEO of SÜA): working with TOTEM was one of the most rewarding things we have done with the team at SUA. Not only for the quality of their work, but for their humanity and ability to understand the scope and essence that our brand wants to offer to the market (…)
