Air India
Client
Year
2023
Industry
Travel & Aviation
Challenge
The strategy centered on translating the newly launched Air India brand guidelines into globally adaptable marketing templates. This involved:
Modernizing the Visual Narrative: Leveraging the Vista motif (aircraft window inspiration) to powerfully convey themes of travel, new perspectives, and seamless global connection.
Harmonizing Design Elements: Synthesizing the brand's heritage (the iconic red-gold palette and bold typography) with modernity (through clean grid structures and minimalist design) to ensure a unified and sophisticated look
Solution
The Vista motif inspired by the airplane window was established as the central storytelling element, representing the unique perspective of the Air India journey. This element was used across two key conceptual directions:
Connectivity: Showing one destination within the Vista shape and another outside to symbolize the seamless transition and global connectivity enabled by Air India.
Framing Destinations: Using the Vista to frame premium traveler experiences, iconic landmarks, or local textures, thereby showcasing the beauty of destinations through Air India's distinct lens.
Impact
We successfully delivered a scalable and unified campaign system that fully aligned with Air India’s global brand guidelines. This systemization immediately improved visual consistency across all international touchpoints, while built-in flexibility ensured local market relevance. The novel Vista-based design approach established a highly recognizable creative language, reinforcing Air India’s renewed perception as a premium, global carrier.
