Air Inuit is a local airline based in Canada, which operates passenger, charter, cargo, and emergency air transport services in Nunavik and Nunavut, Northern Québec. For its rebranding, Montréal-based studio FEED teamed with brand consultant Marc-André Chaput to develop a complete brand identity program including an all-new logotype, color palette and livery design, cabin interiors, in-flight passenger material, corporate signage, uniforms, website and advertising applications. They asked illustrator Stéphane Poirier to create a pattern with orange-and-white flying geese, inspired by traditional Inuit art and reflecting the Inuit peoples’ love and respect for nature and abundant wildlife.In addition to a new logo and livery design, FEED also commissioned type designer Jean-Baptiste Levée to design an exclusive typeface for the airline. Created under FEED’s artistic guidance, Boreal is a crisp and congenial sans serif. Boreal isn’t only the new logo font, but also serves branded text on everything from tiny disclaimers and complex route maps to in-flight magazine headlines. Boreal also supports the too rarely seen Inuktitut script, giving the traditional written language a fresh, contemporary feel that steers clear of clichés.