After a COVID-impacted 2021 Air New Zealand were looking to return to the market with a refreshed approach to retail. We took a holistic view, and created a new retail system that flexed effectively across the many different channels that Air New Zealand advertise across.
Striking imagery has always been at the heart of Air New Zealand retail, and with a simple set of complementary assets, we created a system that played to the strengths of the brand, while allowing for a large variance across all messaging needs.
The many details were carefully considered, with all typographic relationships being based-off percentages, with channel-specific sizings. A new violet was developed for the pricing globes, allowing for the necessary translucency, while retaining its tonal quality.
This clean and system was consolidated into a comprehensive guidelines document. This sets rules in place for all campaign types, ensuring consistency of the brand’s appearance, wherever our audience encounters it.
Project completed at FCB New Zealand