Building on a company culture focussed on outstanding customer service, luxurious facilities and a never-ending ambition to always be better.
The challenge was to develop a unified proposition that harmonised all aspects of in-flight entertainment, retail, and communications within one overarching strategy.
Defining their ethos, culture and motivation.
Collaborating closely with key stakeholders at Emirates' headquarters in Dubai to pinpoint the core values shaping their communication and customer engagement across all passenger classes.
The core challenge: How to make every passenger feel exceptionally valued?
An identity anchored by three key pillars: Generosity, Curation, and Expertise.
a million to one
The sense of millions of pieces of content, each beautiful and wonderful.
Everything is thoughtfully curated and refined for you, the passenger.
Bringing that perfect piece of information, gift or entertainment for your flight.
Design System
A system of interlinked circles built around the foundational pillars: Generosity, Curation and Expertise.
A dynamic horizontal line cutting through the middle, segmenting and highlighting, always in motion; our playbar of the skies.
At the heart of everything are clear, simple, and impactful messages.
the epicentre of global travel
Establishing a new studio hub in Dubai.
Agile, creative and reactive to the international changes and local nuances inherent in Emirates' operations.
Capable of operating at scale across the fleet and collaborating closely with the retail, social media, and cabin crew teams at Emirates headquarters.
Success in the skies
Global winner of the ‘Best Inflight Entertainment Award’ in Airline Ratings 2024 Airline Excellence Awards.
Awarded '2024 APEX World Class' by the Airline Passenger Experience Association
"Tonight, we did more than merely acknowledge the prowess and passion of the airline industry, we paid tribute to 2024 APEX World Class trailblazers like Emirates, who have unequivocally etched a golden chapter in the annals of air travel beyond five stars."
