Our brief was to develop the Hainan Airlines brand from a chinese airline with high quality customer service with a small global presence to a cohesive and modern international brand with a 5 star best in class experience.
One of our aims was to build a more consistent brand identity with a seamless passenger journey. We also wanted to create a ‘wow’ factor - something special, unique, memorable and beyond expectations of the passenger and client.
Along with communciation understanding the culture of China and Hainan was key to this project. It was very important for us to communicate our process of working to a client with very limited experience of design.
Capturing these as physical details provides depth and consistency to the brand, creating an experience which is totally unique and could only be Hainan Airlines.