—Emirates Airlines wanted to become known and loved as a lifestyle brand. To get them there, we focused our concept around the power travel has to change our lives for the better. The concept became emotional; about unknown places, learning cultures other than our own, and of course, the intrigue of the future. Our tagline became, "Hello Tomorrow". This all started as a pitch. We won. Then evolved the full identity of the brand. The brand (re)fresh extended to each Emirates business group (destination, cuisine, cargo, in-flight entertainment, sponsorship, and internal staff engagement) and played out across media formats in television spots, print, and interactive devices.
Role: Senior Designer (StrawberryFrog, Amsterdam)
Role: Senior Designer (StrawberryFrog, Amsterdam)
I worked on evolving the brand identity into the red tag, defining typography and layout for the print campaign and interactive experiences (live projections, Times Square takeover, website update, app ideas, banner ads).
Pitching & Cultivating Ideas
Mood Exploration & Concept Mock-ups
Brand Development : Hello Tomorrow
