My role was to first look at tightening and unifying the typesetting across digital and print that had become disjointed across many business units. This then developed into visual typographic style exploration that used BA’s Mylius typeface as the centre point for all future creative output. We developed four tiers of effects for typography – Gold, Silver, Bronze, and Studio – that would cover all communication volumes (from large, crafted campaigns, to high-volume sales communications). Each tier would have different crafting levels – from 3D effects and complex retouching for Gold, to more simple masking for Bronze and simple typesetting-only for quick turnaround Studio work. Here I explored various type treatments and how type might interact with possible campaign imagery. The typographic work was developed into a Guardrails document to serve as a reference for all communications teams and unify the global brand. Some initial campaigns developed from the Guardrails. Campaign for various Caribbean islands using evocative long-form copy. Interactive digital and print campaign for BA’s new and exclusive direct flight to Nashville, Tennessee Shortlisted in the DMA Awards 2018 in travel and experiential categories.British Airways wanted their suite of digital and print communications to look like one coherent global brand.
Typesetting
Four tiers of Mylius
Typography exploration
Other early explorations
Guardrails
Early visual development exploration of the ‘Take You There’ campaign
Below is not my work but shows the new typographic approach in action.
Caribbean ‘Take You There’
Plug straight into Nashville
Client: British Airways
Agency: Ogilvy & Mather | OgilvyOne
Role: Design | Typography | Retouching | Guideline & template creation
2017/2018Guardrails art direction: Martha Riley
Carribean ‘Take You There’ art direction: Jamie Romain & Dan Shone | Andy Davis
British Airways typographic identity
