The hostility to Air Canada in the west was deep, and customers were increasingly taking their business to Calgary-based airline, WestJet. In a daring departure from typical airline branding, Target created ‘Zip,' employing a signature palette of six, bright colours and applying it across all visual cues - from the design of the aircraft exterior to in-flight uniforms and check-in counters. Target brought Zip to life - a likeable airline that could successfully fend off a formidable competitor and win back customers.