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The Objective: Make one of the world's largest cargo airline groups visible.
ASL Aviation Group is a genuinely significant global organisation: 3,500+ employees, offices across 13 countries, operations dating back to 1970, and one of the most quietly substantial aviation groups in the world. And yet, as a B2B operator, ASL was largely invisible. Its scale and breadth were not reflected in its brand, its digital presence, or its market positioning.
For a group operating at ASL’s level, attracting blue-chip clients, managing international operations, and actively seeking capital investment, that invisibility was a commercial liability. The brief was to fix it: turn a hidden group into a confident, credible, investment-grade global proposition.
ASL had the substance. CDG built the story, and the platform to tell it.
The Business Need: A commercial asset with a hard deadline.
This was not a brand exercise with a vague commercial rationale. The website was ASL’s primary marketing tool, and it had a specific job to do: attract capital investment, support onboarding of major clients including Amazon, and differentiate ASL from competitors on the world stage.
The deadline was concrete: the new platform had to be live with fully revised content before the end of October 2022, to support a major investment opportunity. That gave CDG 14 weeks to deliver across nine airlines, four sub-brands, and multiple international stakeholders, with zero margin for the kind of delay that costs a business its moment.
The Strategy: Unify nine airlines under one confident group story
The task was to make one story out of many: 9 airlines and 4 sub-brands, each distinct, all clearly part of a stronger whole. We built a group narrative that energised the overall look and feel while giving every airline room to show its character. Authenticity was a strategic choice, because credibility with investors and blue-chip clients depends on the group looking exactly as capable as it is.
The Build: Accessible by design, global by default
Every one of the group’s airlines received a personalised page, inside a single, consistent framework, so the group felt unified without flattening each operation’s identity. Universal Design principles were built in from the start, making the platform intuitive across every audience and every device.
A flexible WordPress and Elementor Pro build gave ASL a code-free CMS with animated headlines, integrated forms, reusable templates, and full CRM connectivity, so the group could keep the platform moving at its own pace long after launch.
The Outcome: Investment secured. A major disposal completed. The brand did its job.
The platform launched on time, a significant achievement across the scale and complexity of the project. What followed is the clearest possible validation of the work: ASL Aviation Group subsequently completed the sale of SAF Air, its B2C division, at a substantial valuation.
Brand and digital presence play a direct role in how organisations are valued and how transactions are assessed. An investment-grade digital platform, one that presents a group’s scale, capability, and international footprint clearly and credibly, is not a peripheral consideration in those conversations. It is central to them. CDG built that platform, and ASL used it to support one of the most significant commercial milestones in the group’s recent history.
CDG followed and applied the 7 Principals of Universal Design.
Equitable Use – All age groups catered for.
Flexibility in Use – Easy navigation on all devices.
Simple and Intuitive Use – A new client has a low threshold for boredom
Perceptible Information – Great imagery used
Tolerance for Error – No page errors or problem links
Low Physical Effort – Easy to understand the core group structure
Size and Space for Approach and Use – Lots of best use of white space.
True innovation is usually a collection of many small innovative parts all coming together to give a better valuable experience. The innovative goal was to build a global website that would work in harmony with all airlines and countries that was more visually appealing and had unique story to tell.
