British Airways Design & Branding BRITISH AIRWAYS HIGHLIFE ENTERTAINMENT by SPAFAX

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BRITISH AIRWAYS HIGHLIFE ENTERTAINMENT

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Industry Airlines
Media Design & Branding
Market United Kingdom
Agency SPAFAX
Director Keith Rogerson
Creative Director Anthony Van Someren
Art Director Christine Youngblood
Released February 2012

Credits & Description

Category: Broadcast Design and Graphics Incl. Animation
Advertiser: BRITISH AIRWAYS
Product/Service: BRITISH AIRWAYS HIGHLIFE
Agency: SPAFAX
Creative Director: Anthony Van Someren (Spafax)
Executive Producer: Ed Oppe (Spafax)
Art Director: Christine Youngblood
Director: Keith Rogerson
Media placement: Channel Idents - On Board BA Aircraft - 1st February 2012

Describe the brief from the client
To upgrade British Airway’s (BA) In-Flight Entertainment branding.
To evolve the in-flight entertainment brand further into a credible editor brand.
To unite the hospitality experience on the ground (in the lounges) with the experience in the air, in the cabin.
To create an aspirational, stylish design environment to host BA’s entertainment content.

Describe the challenges and key objectives
We decided to reflect the work that BA had put into their new lounges at Heathrow’s T5, which boasts specially commissioned livery, furnishings and design, from quirky British art & furniture in the Concord lounge, opulent chandeliers in First, to stylish wood & etched glass in Business & World Traveller.
Each of the 12 IDs features highly stylised footage of the unique textures, designs and other physical elements from each of the lounges, graded within a tight colour palette, each revealing the Highlife Entertainment branding in a unique way, each scored to its own mix of commissioned music.

Describe how you arrived at the final design
After shooting the various textures and materials in the lounges, the final design was mostly governed by post-production: combining our Highlife brand style with the Art Director's creative skills. In interpreting BA's evolving brand guidelines, and to give a fresh, aspirational spin on their entertainment hospitality brand, all designs were to work in a darkened aircraft cabin and on various screen formats, often covered by privacy filters which crush colour and resolution.

Give some indication of how successful the outcome was in the market
There are no official measures of design success that are available to us at this time, and our main measurement of overall creative success is our annual customer satisfaction scores. However, the clients love the final design and we have received many unsolicited compliments within the airline community with no negative comments at all. Therefore, we are expecting good C-sat scores at the end of the year.