The BRIEF

Redesign the Cathay Airways Experience.

Technological innovation in the new age has revolutionized the way we travel. Now flying across the world is only a matter of a few clicks away. However, regardless of the purpose of travel – business or leisure – travelers find themselves navigating an ocean of sharks.

As certain airlines increasingly upgrade their luxurious amenities and offerings, others are choosing to strip away everything else other than a space on the aircraft. Driven by both profits and creating a personal experience for the traveler, the airline industry is at a crossroads where they must choose to target the mass or the luxurious traveler.

However, regardless of the consumer, the airline industry will continue to expand its services in the future. Technology, personalization and affordability will be key driving factors to increase revenue and establish consumer loyalty for airlines.

The scope of this one year project is to redesign the Cathay Pacific experience from the moment a travelers decides to take a trip all the way until they arrive at their destination, including but not limited to all the touch points they come across - products, systems, environments, graphics, and ancillary services.

 

the challenge

 

THE OBJECTIVES

 

About Cathay Pacific


In 1946, American Roy Farrell and Australian Sydney de Kantzow establishes Cathay Pacific Airway's headquarters in Shanghai operating solely on one aircraft – a Douglas DC3 named "Betsy." Soon after, the office was moved from Shanghai to Hong Kong and registered with the British colonial government. Initially a cargo carrier, Cathay Pacific soon added passenger services. The airline expanded their fleet and service routes to accommodate the growing business. With Cathay's humble beginnings as a import & export carrier, its legacy still lives on today. 


In 1948, Butterfield & Swire acquired the airline, marking it officially as a British-owned, Hong Kong operated airline. Today Cathay Pacific is the third largest airline and continuously remains one of the top five airlines in the world. 

Known primarily for its excellent service and professional flair, the airline appeals to many business travelers. In 2014, Cathay Pacific refreshed their brand identity to reflect the changes of the modern world. 

 

Current Offerings

 

POSSIBLE New Offerings

 

STRATEGY ROADMAP

 

VALUE PROPOSITIONS

 

Brand Attributes

 

Mood DIRECTIONS

The aesthetics of the short term strategy for Cathay feature bold material accents like copper and brass juxtaposed against a larger surface of black and white. The materials are color-blocked in an angular fashion to emphasize the dynamic energy in a subtle and refined way. This strategy focuses primarily on enhancing the premium experience of the airline.

 

The aesthetics of the mid-term strategy for Cathay feature both calming blues and revitalizing greens with bright pops of neons – pink, orange and yellow – on textured surfaces. This strategy focuses on using color as a type of texture to compliment the form. The purpose of this is to create a calming and peaceful mood for a journey full of transitions for both the business and leisure traveler.

 

Inspired by space and underwater travel, the long term strategy aims to capture the essence of the future. Featuring dazzling gradients, erratic patterns, shocking colors, and puzzling form, the aesthetics of the long term strategy for Cathay are far more aggressive and otherworldly to project the idea of travel into the new age. 

 

Visual Brand Language