Client: British Airways
A group project exploring Kansei Engineering to capture customers’ feelings of products and translating these into a memorabilia line designed for Premium economy travellers. My role involved brand and creative direction – producing visual research, user mapping, brand communication and conceptual development for ‘Mrs. Dartfire’. What I found positive was the working dynamics to ensure the design, feel and brand communication of each product was consistent with eachother. The dart was crafted through integration and validation of principles underlying semantic languages, alongside refreshing the British Airways brand and product category.
Credits: Harry Brooker, Joe Perry, Michael Apostolides
Image: Harry Brooker
BEHIND THE DESIGN
Story of the process and ideas behind the design
Visual exploration of form. Key lines were translated through hand-sketched visuals and captured in an energetic way.
User experience touchpoint mapping
Group research flight with British Airways
The entire process was mapped out with clear identification of the possible emotions or events a customer would experience during different touchpoints, bringing valuable brand experience to the project.
The ideation process and concept development aimed to gauge emotional responses through the use of a set of Kansei words which had a certain affinity with eachother that the dart wanted to achieve.
Elegant Luxurious Reliable Calm Sleek Dynamic Trustworthy Distinctive Relaxed
A calm and confident look and feel achieved with it’s elegant aesthetics, medium gloss and satin aluminium finishes. The balance of beautiful product design with a refreshed semantic language captures the key characteristics inherent in the Brand, the customers, and as a product.
Images: Harry Brooker