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If you have not already seen Air Inuit's eye-catching new livery design up close, you will find abundant blog posts, pics and tweets about it online. That is because its new corporate identity is not only a radical departure from the original, but it is striking an emotional chord with its most loyal customers – the 12,000 Inuit who count on the airline to deliver food and essential services daily to the 14 coastal communities they call home in Northern Quebec's Nunavik region.The rebranding of Air Inuit may come as a surprise to some, but it is part of a company-wide modernization initiative designed to help Air Inuit meet increased demand for air transport services due to the growing number of infrastructure and mining projects in the resource-rich province.A comprehensive brand audit was conducted in close consultation with the community members and Inuit culture and language experts from the Avataq Cultural Institute to help gain a deeper understanding of the airline's key strengths and its significance to customers