Richard Turley gives Air’s identity space to breathe through simplicity and parody

If it sounds wildly conceptual and even a bit hilarious to rebrand in such a microscopic fashion, maybe that’s part of the point. Air’s new strategy hinges on satire, with a ‘Chief Imagination Officer’ in comedian Kareem Rahma and staged protests against Dropbox, a lot about Air’s rebrand feels born out of inside jokes between

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