Thai Airways International
There are few environments more important to an airline than the airport itself. A customer’s experience of the journey from curb side to take-off is crucial to their relationship with the airline brand.
Much of this experience is created through the signage, information systems and individuals encountered along the way.
Thai Airways wanted to improve the clarity and brand impact of its signage and information systems. Iconic developed a new design strategy, based on the heritage of the brand, by applying its core values for modern times.
By focusing on colour and language strategies, and creating comprehensive guidelines, we were able to rationalise signage and build consistency across the world - saving the client time and money.
The net impact has been to help the client visually dominate the airport space, delivering a dramatic difference from the “sameness” of the competitors. At its core, the visual expression of the brand is now aligned with the promise.
“Since Iconic produced the signage manual for Thai Airways our home base in BKK and other international airports in Thailand have seen a great improvement in customer handling and we have received numerous praises on the impact the signs have made, from internal stakeholders and the external audience. In other areas such as ticket folders, boarding passes, lounge invitation cards, marketing and trade shows, we were also able to apply their creative work effortlessly and effectively.
Iconic’s approach is highly commendable. They empathised with cultural and people sensitivities which lends a great deal to the success of the project, as well as their creative strategy and communicating that strategy clearly to us.”
– Kulkanda Pokasem, Division Manager, Thai Airways International