Air New Zealand
Brand Books
Air New Zealand wanted to break through the complexity of traditional airline travel and give travellers a truly liberating experience. That meant refreshing their brand internally and externally across every touchpoint. The brand books were a culmination of almost two years’ work, presented in a neat travel guide format, expressing and explaining every aspect of the company’s many business divisions, from principles to execution. They celebrate a confident and cohesive brand, combining consistency with originality.
We also created detailed, accessible guidelines to ensure the integrity of the brand across the board.
My role – Designer: Design, illustration
Design Director: Nick Riley/Michelle Dowd
Creative Director: Jef Wong
Agency: Designworks
Awards: Bronze – Business Communication, Best Awards 2015
Airpoints Brand Refresh
The Airpoints brand needed renewing to bring it up to the standard of other parts of the Air New Zealand offering. A key part of the project was simplifying the logo and improving the legibility of the wordmark. The Airpoints Dollars earn and spend retail tools were updated to ensure standout and ease of use both in Air New Zealand and third-party situations. We also refreshed the Airpoints EDM, improving clarity and accessibility. Throughout this work we were conscious of increasing equity in the ‘A’ symbol, so that in time it would be recognised as a standalone mark.
My role – Design Lead: Design, UI concept
Design Director: Nick Riley/Michelle Dowd
Creative Director: Jef Wong
Agency: Designworks
75th Anniversary
2015 saw New Zealand’s favourite airline celebrate its 75th year. We created a logo that conveys progress, speed and confidence, whilst giving a nod to the past — a hint of retro style. Simplified medium and small-scale marks were created for reduced size usage, such as online applications and a suite of celebratory postage stamps. The logo fronted the anniversary exhibition, displayed at several museums across the country, and inspired the exhibition’s typeface. It also featured on the cockpit of a Boeing 737 that roadshowed around New Zealand, inviting would-be pilots to #PoseWithNose.
My role – Design Lead: Concept, design
Design Director: Michelle Dowd
Creative Director: Jef Wong
Agency: Designworks
Tandem Travel Brand Identity
Tandem Travel is Air New Zealand’s corporate travel management company. It needed a brand refresh in order to be considered a competitive offering. We created a system based on the idea of collaboration between Tandem Travel and its client, promising an insider edge that cuts through complexity to deliver faster, more responsive solutions. Applications demonstrate the crisp, vibrant feel, less corporate than most in the same category.
My role – Designer: Design, art direction, UX/UI concept
Design Director: Michelle Dowd/Sarah Melrose (concept)
Creative Director: Jef Wong
Agency: Designworks
We held a photoshoot in and around the design studio, carefully dressing each shot to give the appearance of a variety of different locations.
