skyhub PAD
Winner
Excellent Brands
Transport and Mobility
Details
When Lufthansa wanted to cancel the Paderborn–Munich route in March 2025, a nationwide initiative was formed in OWL: 36 entrepreneurs simply founded a “virtual airline” themselves – and saved the route in just six months. A suitable brand name had to be found quickly. The name “skyhub PAD” sums up the mission: sky (flying) + hub (connection node) + PAD (IATA code) immediately communicates the strategic core. The claim “Take off regionally. Reach Munich. Land globally.” condenses the customer journey into a catchy statement. The brand has been taking off every day since September 2025.
The Jury‘s Statement
When the connection to the Munich hub was at risk of disappearing at short notice, TMC gave the initiative a brand in "skyhub PAD" that clearly defines its purpose, origin and benefit within a very short time. Name, claim and visual identity translate a complex sponsorship model into an understandable identity and create orientation in a mobility environment that depends heavily on trust. The fact that the brand addressed the public, stakeholders and passengers in parallel with the operational set-up anchors it in the region well beyond the route itself.
