LIFT Strategic Design

Our work ranges from brand identity, product and interiors to naming and marketing communications. Here's a selection.

Wow factor consulting and idea development for LAN Airlines

LAN is by any measure South America's most successful airline. Highly ranked and ambitious, the airline is keen to build on its position as a leader in product and service delivery.

LIFT developed for LAN a wow factor "catalog": innovative ideas that further enhance the customer experience, adding value to the brand.

Grouped by sense, emotional driver and phase of journey, the spectrum of concepts spans from technology applications, lounge environments and special liveries to service delivery style and IFE content.

The project was conducted in collaboration with IMDC, a UK-based airline consultancy.

Philippine Airlines B777-300ER cabin interior

Background. PAL's all-new B777-300ER cabin interior features a coastal theme, with customized patterns and colors inspired by the stunning view of the sea surrounding the more then 7,000 islands of the Philippines. Setting the tone throughout the cabin is the Coastlines decorative laminate pattern, featured on the rear walls of each section. Gently curving coastlines in three shades of blue reference the view of a shallow sea from above. The design element lends a touch of "wow" to the cabin for first-time visitors to the Philippines, and helps returning Filipinos feel like they’re home again from the moment they step on board.

The seat fabrics, carpet and curtains were also custom-designed for the airline. Inspired by the furnishings at an elegant coastal resort throughout the Philippines, they form a harmonious design language that complements the airline’s emphasis on personalized service and its positioning as a full-service carrier. Above all, our aim was to create a cabin interior that communicates PAL’s dedication to the well-being of its customers and the genuine warmth of traditional filipino hospitality.

Work scope

• Design concept

• Customized seat fabric, carpet and curtain designs

• Decorative laminates

• Lavatory elements

• New comfort items (headrest covers, pillow covers, blankets)

The Coastlines partition concept: shades of a tropical island sea viewed from above.

Business class cabin with Coastlines in the background. Inspired by the casual yet elegant environment of a coastal resort, the fabric pattern allows for variation from seat to seat using a single roll.

The versatile Coastlines pattern can be extended to headrest covers (right), pillow covers, blankets and tray mats.

Photo courtesy of Allan Damian.

Left top:
Connecting each zone and the two classes, the new curtains for PAL's B777-300ER feature an ocean spray theme with a touch of shimmer.

Left bottom:
Specks of bright blue and vibrant orange: hints of a crystal-clear sea.

Right:
The coastal resort theme extends to the lavatory environment.

Oasis Hong Kong Airlines

• Brand identity & visual system

• Brand guidelines

• Cabin interior

• Class branding

• Onboard shopping and IFE branding

• Onboard product design (F&B service items, pillows, blankets, amentities, menus

Background. Oasis Hong Kong Airlines was set up as a long-haul operation targeting budget-sensitive business and leisure travelers who had been flying between Hong Kong and Europe via an intermediate city in order to secure a cheaper fare. With Oasis, they would be able to fly nonstop between Hong Kong and London Gatwick at a fare lower than the legacy airlines, with a comparable level of safety, reliability and comfort.

We developed the Oasis brand identity around a simple, compelling core proposition: affordable, global mobility. Every element of the airline was designed to communicate this fundamental idea to customers, staff and travel agents.

Strategy in every detail. Each element of the Oasis brand identity was crafted with a particular strategy behind it. The founders were keen to position the airline as Hong Kong's new "hometown" carrier, so red and white, the colors of the flag, were natural choices for the wordmark and aircraft livery. "Hong Kong" was linked with "Oasis" so that the company could leverage the territory's strong position as an aviation hub.

Brand theme: the joy
of affordable, global
mobility

Pronounced differentiation. The Hong Kong to London market is fiercely competitive, with well established brands offering multiple daily flights. Low fares would not be enough; Oasis had to stand out in a big way. With this in mind, we developed a graphic element inspired by the extraordinary energy and constant movement of people and goods in Hong Kong. The "dynamic streaks of light" also reflected the raison d'etre of the airline: nonstop, long-haul flights.

The Oasis brandguide


Bringing the theme on board. The joy of mobility theme was extended to the cabin interior. As the aircraft were used and the budget limited, the focus was on maximizing wow factor with the existing seat hardware and monuments. With this in mind, we developed a customized fabric pattern named "infinite oasis," featuring a continuous flow of dots that communicate discovery and freedom. The versatile pattern allowed application of the fabric in any orientation.

The small touches that count. BusinessOasis service items included coffee mugs wrapped in windows, with three of the windows in red to highlight the extra space and privacy in business class. The salt and pepper packets, which were disposable for lower cost, had windows running from white for salt to black for pepper. Pillow cases sported a subtle ZzZz pattern.

China Airlines B747-400 cabin retrofit program, including design and development of:

• New design concept

• Seat trim and finish

• Soft furnishings and decorative laminates

• Lavatory elements (laminates, NTF, sink deck color)

• New monuments

• New comfort items (headrest covers, pillow covers, blankets)

Background. Taiwan is well known globally as a world-class manufacturer of hi-tech goods. But there is much more to the island than gadget production. Taiwan is exquisite, with a dramatic mountain range and sweeping tea plantations. It is also home to a rich and diverse culture. Our designs for China Airlines reflect Taiwan's unique blend of technology and natural beauty, the friendliness of its people and the pride of its leading airline.

Photos will be available following the first installation in 2011.

Enhanced surroundings in the CI premium lounges. With the kind cooperation of the National Palace Museum in Taipei, we designed modern interpretations of tradition Chinese masterpieces. The frameless images adorn the walls of the China Airlines First Class lounges at Taoyuan International Airport. We also worked with the client to select replicas of ceramic and glass objets placed throughout the lounges.

Refreshed identity for IMDC (Inflight Management Development Center)

• New corporate logo

• Graphic element & color system

• Brandguide

• Presentation templates

• Website consulting and copywriting

The bold new look for IMDC reflects the company’s growing role in helping airlines and their partners optimize return on investment in inflight technologies.

Aviation Partnership is a joint venture between SIA Engineering Company and Cebu Pacific for ground handling and line maintenance. We developed the joint venture’s corporate identity, whose primary element is an “A+” to communicate reliability and professionalism. Blue is used to reference SIAEC, while the colored swoosh identifies the JV partner.

Graphic design and copywriting for Jamco Corporation

Over several years, we designed much of Jamco’s marketing communications creative. Using bold images and evocative copy, our goal was to shift the message from simply “well engineered and reliable” to “delivering added value through innovative ideas, top-quality products and second-to-none customer service.” The emphasis was on creating a link to the big picture: that Jamco's products and services bring value to an airline’s customers and in turn their bottom line. Work included concepts, design and copywriting for Jamco's print advertising, website and trade show displays.

And two airline pitches we did not win... but thoroughly enjoyed developing.

As part of its privatization process, Olympic airlines invited design submissions for its rebranding program. We pitched three concepts that boldly speak to the airline's promising future while maintaining a clear reference to Olympic's rich brand heritage. Developed in collaboration with Alex.

DESIGN A. The livery above is all about communicating national identity with instant recognition. The use of blue over much of the fuselage communicates ownership of the color blue in the Greek market and provides instant identification both on the ground and in the air.

DESIGN B. This design blends a contemporary, dynamic typeface with a predominantly white fuselage. As with Design A, instant recognition is a key strategic element. This is achieved by covering the entire tail and rear of the fuselage with the distinct Olympic rings. The result is a sharp look that is clean and powerful.

DESIGN C. Here we use a non-italic typeface in a deep blue to emphasize safety, corporate stability and operational reliability. The gradation in the rings creates a dynamic feel that balances the relatively conservative logotype.

Our pitch to Kenya Airways featured a unique graphic element for use throughout the airline's visual identity system, new cabin interiors, inflight service items and uniforms. The designs for KQ communicated traditional Kenyan hospitality with a modern edge. The futuristic bright colors and geometric patterns for economy class, for example, reflect the carrier’s confidence and ambition as a globally-recognized airline with high standards in operational reliability, safety and service. From more than 40 agencies, we were one of six select to present designs, and made it to the short-short-short list.

Projects for other industries

Graphic design, copywriting and program naming for Nippon Television Network Corporation

Nippon Television Network Corporation is Japan’s largest private TV network. Over a span of eight years, we designed the marketing communications materials for the company’s international sales division, which licensed NTV programs to foreign broadcasters. Projects included English program naming, copywriting and graphic design for over 50 programs, as well as an online catalog for buyers.

Work included website (top left), English program naming and logos (bottom left) and print advertising (right).

Targeted at the 30s-50s age group, ON THE PEAK is a collection of skin care products formulated to enhance the skin’s appearance by returning the moisture, translucence and firmness lost over time through aging. Driving the development of the name was the notion that even as we age, we strive to maintain an optimal appearance and attitude. A peak is not a physical location; it is a state of mind. The line is popular both in Japan and throughout Asia.

ON THE PEAK was developed by IPSA, a subsidiary of Shiseido. The account was handled by Ad Village YK, Tokyo.

Learn about our airline/aviation capabilities here >>