We’re Paterson Associates.

We help brands find their place in the world. We create and strengthen brands. We shake them up, find their energy, clarify what they stand for and help them to stand out in a busy world.

  • Emirates
  • Riverside
  • Star Alliance
  • Citi
  • First Direct
  • Kestrel
  • Berry Bros. & Rudd
  • Frog Capital
  • Shell
  • The Marvellous Meat Company
  • Order Dynamics
  • The University of Oxford
  • INSEAD
  • Museum of Liverpool
  • Emirates
  • Riverside
  • Star Alliance
  • Citi
  • First Direct
  • Kestrel
  • Berry Bros. & Rudd
  • Frog Capital
  • Shell
  • The Marvellous Meat Company
  • Order Dynamics
  • The University of Oxford
  • INSEAD
  • Museum of Liverpool

Recently, together with Thistle Cedar and Bundy, www.tcb-brands.com, we helped Emirates crystallise its on-board personality, www.emirates.com.

Showing empathy

Working for Catherine Baird, the senior vice president of cabin crew training, we defined four qualities to help Emirates people serve in their own individual style and at the same time express an Emirates personality. At Emirates, people are supported to be considerate, personal, and thorough in how they treat their customers and each other. Above all they’re encouraged to embrace the airlines’ pioneering spirit by stretching themselves and always going further.

At the core of their training

Expressing the Emirates personality now forms a core part of their training. Communications specialists, Ainslie Baker, ainslie.baker@me.com and Lissa Kershaw designed a highly interactive and engaging programme to enable Emirates people to embrace the service personality. This takes place in a new purpose-built centre in Dubai where the service training day is called, appropriately, Nujoum, the Arabic word for stars.