Portfolio
Portfolio
Furniture that Fits. For people that don't
Furniture that Fits. For people that don't
Furniture that Fits. For people that don't
Description
Description
Inspired by Tylko's bespoke furniture and shelving units, the design system revolves around structures mirroring furniture grids, ensuring every aspect reflects the brand's commitment to personalised excellence.
Inspired by Tylko's bespoke furniture and shelving units, the design system revolves around structures mirroring furniture grids, ensuring every aspect reflects the brand's commitment to personalised excellence.
Inspired by Tylko's bespoke furniture and shelving units, the design system revolves around structures mirroring furniture grids, ensuring every aspect reflects the brand's commitment to personalised excellence.
Client
Client
Client
Tylko
Tylko
Tylko
Year
Year
Year
2023
2023
2023
Category
Category
Category
Brand Campaign
Brand Campaign
Brand Campaign
Role
Role
Role
Lead Designer
Lead Designer
Lead Designer
BEYOND BORDERS
Beyond Borders encourages the world to go beyond the expectations of what’s possible, because a world beyond borders is a world where possibilities are limitless. To bring to life this shared spirit of ambition we redesigned the entire customer experience around our new platform. This was an idea that could be communicated through every touchpoint; through our onboard experience, the service of our people, a 360 design system and our advertising.
The literal act of going beyond a Horizon was the central theme that we expanded upon to inform our design system, based on the mathematics of a horizon line, we created a system where we input the coordinates of each destination Etihad serves, and would spit out a triangular facet that would serve as a visual portal into that part of the world. This facet then sits within the most identifiable Etihad visual asset, the facet pattern.
VISUAL IDENTITY
We developed a visual identity for our platform, Beyond Borders, centred on movement and dynamism—reflecting our constant drive for progress. This is embodied in our graphic facet pattern, that represents unity and coalescence – the coming together of different cultures.
With a premium and aspirational aesthetic, our visuals break away from industry norms. Our photography is vibrant, authentic, never staged and brings the Etihad experience to life.
Every design element, from our facets to our colour palette, is inspired by our Emirati heritage. The result? A cohesive brand system feels dynamic, rich in colour, and deeply human.
Etihad Facet Generator
In addition to developing the brand’s visual identity, a bespoke web-based design tool was created to support and scale its implementation. This proprietary platform ensured consistency across all design touchpoints—enabling internal teams and external partners to quickly generate branded assets with precision and flexibility. The tool allowed for seamless application of Etihad’s signature design elements, such as its geometric “facets,” across a wide range of media and formats, reinforcing the brand’s identity while streamlining production workflows.
Giving flight to ambition.
The campaign for the brand idea uses Etihad planes as arrows, demonstrating how ambition takes us beyond borders.
Etihad Facet Generator
In addition to developing the brand’s visual identity, a bespoke web-based design tool was created to support and scale its implementation. This proprietary platform ensured consistency across all design touchpoints—enabling internal teams and external partners to quickly generate branded assets with precision and flexibility. The tool allowed for seamless application of Etihad’s signature design elements, such as its geometric “facets,” across a wide range of media and formats, reinforcing the brand’s identity while streamlining production workflows.
Giving flight to ambition.
The campaign for the brand idea uses Etihad planes as arrows, demonstrating how ambition takes us beyond borders.
Etihad Facet Generator
In addition to developing the brand’s visual identity, a bespoke web-based design tool was created to support and scale its implementation. This proprietary platform ensured consistency across all design touchpoints—enabling internal teams and external partners to quickly generate branded assets with precision and flexibility. The tool allowed for seamless application of Etihad’s signature design elements, such as its geometric “facets,” across a wide range of media and formats, reinforcing the brand’s identity while streamlining production workflows.
Giving flight to ambition.
The campaign for the brand idea uses Etihad planes as arrows, demonstrating how ambition takes us beyond borders.
VISUAL IDENTITY
We developed a visual identity for our platform, Beyond Borders, centred on movement and dynamism—reflecting our constant drive for progress. This is embodied in our graphic facet pattern, that represents unity and coalescence – the coming together of different cultures.
With a premium and aspirational aesthetic, our visuals break away from industry norms. Our photography is vibrant, authentic, never staged and brings the Etihad experience to life.
Every design element, from our facets to our colour palette, is inspired by our Emirati heritage. The result? A cohesive brand system feels dynamic, rich in colour, and deeply human.
Etihad Facet Generator
In addition to developing the brand’s visual identity, a bespoke web-based design tool was created to support and scale its implementation. This proprietary platform ensured consistency across all design touchpoints—enabling internal teams and external partners to quickly generate branded assets with precision and flexibility. The tool allowed for seamless application of Etihad’s signature design elements, such as its geometric “facets,” across a wide range of media and formats, reinforcing the brand’s identity while streamlining production workflows.
CREDITS
CHRIS CURRAN
DESIGN DIRECTOR
JOHN GIBSON
GLOBAL CREATIVE DIRECTOR
Year
2023
Year
2023
SAM HAYNES
GLOBAL CREATIVE DIRECTOR
DAVID WIGGLESWORTH
ECD
TAREK SIOUFI
CHIEF STRategy officer
gil caldwell-dunn
strategy director
kit suman
senior motion designer
peter mckenzie-jones
technology & CX DIRECTOR
ayesha datoo
managing partner
matt paris
business director
tim benson
account manager
angus crombie
senior creative
drew davis
senior creative
CREDITS
CHRIS CURRAN
DESIGN DIRECTOR
JOHN GIBSON
GLOBAL CREATIVE DIRECTOR
SAM HAYNES
GLOBAL CREATIVE DIRECTOR
DAVID WIGGLESWORTH
ECD
TAREK SIOUFI
CHIEF STRategy officer
gil caldwell-dunn
strategy director
kit suman
senior motion designer
peter mckenzie-jones
technology & CX DIRECTOR
ayesha datoo
managing partner
matt paris
business director
tim benson
account manager
angus crombie
senior creative
drew davis
senior creative
Giving flight to ambition.
The campaign for the brand idea uses Etihad planes as arrows, demonstrating how ambition takes us beyond borders.
CREDITS
CHRIS CURRAN
DESIGN DIRECTOR
JOHN GIBSON
GLOBAL CREATIVE DIRECTOR
SAM HAYNES
GLOBAL CREATIVE DIRECTOR
DAVID WIGGLESWORTH
ECD
TAREK SIOUFI
CHIEF STRategy officer
gil caldwell-dunn
strategy director
kit suman
senior motion designer
peter mckenzie-jones
technology & CX DIRECTOR
ayesha datoo
managing partner
matt paris
business director
tim benson
account manager
angus crombie
senior creative
drew davis
senior creative
VISUAL IDENTITY
We developed a visual identity for our platform, Beyond Borders, centred on movement and dynamism—reflecting our constant drive for progress. This is embodied in our graphic facet pattern, that represents unity and coalescence – the coming together of different cultures.
With a premium and aspirational aesthetic, our visuals break away from industry norms. Our photography is vibrant, authentic, never staged and brings the Etihad experience to life.
Every design element, from our facets to our colour palette, is inspired by our Emirati heritage. The result? A cohesive brand system feels dynamic, rich in colour, and deeply human.
BEYOND BORDERS
Beyond Borders encourages the world to go beyond the expectations of what’s possible, because a world beyond borders is a world where possibilities are limitless. To bring to life this shared spirit of ambition we redesigned the entire customer experience around our new platform. This was an idea that could be communicated through every touchpoint; through our onboard experience, the service of our people, a 360 design system and our advertising.
The literal act of going beyond a Horizon was the central theme that we expanded upon to inform our design system, based on the mathematics of a horizon line, we created a system where we input the coordinates of each destination Etihad serves, and would spit out a triangular facet that would serve as a visual portal into that part of the world. This facet then sits within the most identifiable Etihad visual asset, the facet pattern.
Contact
Contact