To upgrade British Airway’s (BA) In-Flight Entertainment branding.To evolve the in-flight entertainment brand further into a credible editor brand.To unite the hospitality experience on the ground (in the lounges) with the experience in the air, in the cabin.To create an aspirational, stylish design environment to host BA’s entertainment content.

After shooting the various textures and materials in the lounges, the final design was mostly governed by post-production: combining our Highlife brand style with the Art Director's creative skills. In interpreting BA's evolving brand guidelines, and to give a fresh, aspirational spin on their entertainment hospitality brand, all designs were to work in a darkened aircraft cabin and on various screen formats, often covered by privacy filters which crush colour and resolution.

There are no official measures of design success that are available to us at this time, and our main measurement of overall creative success is our annual customer satisfaction scores. However, the clients love the final design and we have received many unsolicited compliments within the airline community with no negative comments at all. Therefore, we are expecting good C-sat scores at the end of the year.