Portfolio
Portfolio
ETIHAD - BEYOND BORDERS
ETIHAD - BEYOND BORDERS
ETIHAD - BEYOND BORDERS
Description
Description
OVER TIME, MULTIPLE CHANGES HAD DILUTED ETIHAD AIRWAYS' BRAND POSITIONING AND VISUAL IDENTITY. LEADING THE DESIGN TEAM AT GREY LONDON, I WAS TASKED WITH RE-ESTABLISHING A CLEAR, COHESIVE BRAND DIRECTION. ONE THAT WOULD REINFORCE ETIHAD’S UNIQUE POSITION IN THE GLOBAL AVIATION MARKET AND RESTORE CONSISTENCY ACROSS ALL TOUCH-POINTS.
OVER TIME, MULTIPLE CHANGES HAD DILUTED ETIHAD AIRWAYS' BRAND POSITIONING AND VISUAL IDENTITY. LEADING THE DESIGN TEAM AT GREY LONDON, I WAS TASKED WITH RE-ESTABLISHING A CLEAR, COHESIVE BRAND DIRECTION. ONE THAT WOULD REINFORCE ETIHAD’S UNIQUE POSITION IN THE GLOBAL AVIATION MARKET AND RESTORE CONSISTENCY ACROSS ALL TOUCH-POINTS.
OVER TIME, MULTIPLE CHANGES HAD DILUTED ETIHAD AIRWAYS' BRAND POSITIONING AND VISUAL IDENTITY. LEADING THE DESIGN TEAM AT GREY LONDON, I WAS TASKED WITH RE-ESTABLISHING A CLEAR, COHESIVE BRAND DIRECTION. ONE THAT WOULD REINFORCE ETIHAD’S UNIQUE POSITION IN THE GLOBAL AVIATION MARKET AND RESTORE CONSISTENCY ACROSS ALL TOUCH-POINTS.
*Plane sounds*
*Plane sounds*
*Plane sounds*
AWARDS: D&AD YELLOW PENCIL
Breeze aims to make people fully embrace Edinburgh’s assumably hostile elements by showcasing them as an integral part of experiencing the city.
Breeze aims to make people fully embrace Edinburgh’s assumably hostile elements by showcasing them as an integral part of experiencing the city.
Client
Client
Client
ETIHAD AIRWAYS
ETIHAD AIRWAYS
ETIHAD AIRWAYS
Year
Year
Year
2025
2025
2025
Category
Category
Category
Brand Identity
Brand Identity
Brand Identity
Role
Role
Role
SENIOR DESIGNER
SENIOR DESIGNER
SENIOR DESIGNER
Poster Campaign
The reality of Edinburgh’s pretty miserable climate means that Breeze aims to make people fully embrace the city’s assumably hostile elements, rather than hide from them. These posters merge an idyllic vision of Edinburgh’s landmarks, with the wilful embrace of its famous wind, rain and hills that are so entrenched in the city’s identity.
Poster Campaign
The reality of Edinburgh’s pretty miserable climate means that Breeze aims to make people fully embrace the city’s assumably hostile elements, rather than hide from them. These posters merge an idyllic vision of Edinburgh’s landmarks, with the wilful embrace of its famous wind, rain and hills that are so entrenched in the city’s identity.
Poster Campaign
The reality of Edinburgh’s pretty miserable climate means that Breeze aims to make people fully embrace the city’s assumably hostile elements, rather than hide from them. These posters merge an idyllic vision of Edinburgh’s landmarks, with the wilful embrace of its famous wind, rain and hills that are so entrenched in the city’s identity.
Bike
The Breeze bike does not shout, scream or boast. Whilst some bikes are brightly coloured to be easily spotted, Breeze aims to blend in, to conceive a sense of belonging and become one with the city’s landscape, both through simple, elegant design, and a colour scheme taken directly from the iconic sandstone architecture of Edinburgh.
Bike
The Breeze bike does not shout, scream or boast. Whilst some bikes are brightly coloured to be easily spotted, Breeze aims to blend in, to conceive a sense of belonging and become one with the city’s landscape, both through simple, elegant design, and a colour scheme taken directly from the iconic sandstone architecture of Edinburgh.
Dock
The Breeze dock keeps to the same ideology of reducing visual clutter as the bike does. Simple slits allow the bikes to decend and lock into place, the payment point gives riders the wayfinding information they need from the inside, but to a passer by on the outside, nothing but Breeze’s logo is visible, once again reducing visual noise.
Dock
The Breeze dock keeps to the same ideology of reducing visual clutter as the bike does. Simple slits allow the bikes to decend and lock into place, the payment point gives riders the wayfinding information they need from the inside, but to a passer by on the outside, nothing but Breeze’s logo is visible, once again reducing visual noise.
Wayfinding
Users of Breeze bikes have different needs depending on who they are. If a rider is a commuter, the black coloured routes send them along existing cycle lanes to get where they need to fastest. Whilst the orange are curated routes for either tourists or those looking for a scenic adventure guiding them along landmarks and places of interest.
Wayfinding
Users of Breeze bikes have different needs depending on who they are. If a rider is a commuter, the black coloured routes send them along existing cycle lanes to get where they need to fastest. Whilst the orange are curated routes for either tourists or those looking for a scenic adventure guiding them along landmarks and places of interest.
Uniform, Van & Passes
Company uniforms, bicycle maintenance vehicles and passes that subscribers keep on them all must keep to the scheme’s principles of simplicity and reduction, and are designed to feel like an integral part of Edinburgh’s landscape. This is how Breeze aims make the population feel civic pride towards the scheme.
Uniform, Van & Passes
Company uniforms, bicycle maintenance vehicles and passes that subscribers keep on them all must keep to the scheme’s principles of simplicity and reduction, and are designed to feel like an integral part of Edinburgh’s landscape. This is how Breeze aims make the population feel civic pride towards the scheme.
Contact
Contact