British Airways
Early in my career, I interned within British Airways’ Product & Brand Experience team, contributing across web experience, product marketing, and in‑airport systems from biometrics to passenger‑facing displays. BA’s mobile app, one of its most critical touchpoints, showed fragmentation in hierarchy, navigation, and brand expression. This conceptual redesign redefines the airline’s digital identity and establishes a unified design system that scales across the ecosystem, from mobile UI and kiosks, to inflight screens, OOH, and marketing. A simplified brand architecture, refined typographic system, and modular component library restore coherence and reduce cognitive load, while an AR‑driven travel‑visualisation feature introduces personalisation and emotional resonance. The work culminates in a brand‑level storytelling platform, “We’re There for All of It,” positioning BA as a companion throughout the travel journey. The result is a cleaner, more connected, and more expressive product and brand framework that elevates BA’s digital and physical touchpoints.
Early in my career, I interned within British Airways’ Product & Brand Experience team, contributing across web experience, product marketing, and in‑airport systems from biometrics to passenger‑facing displays. BA’s mobile app, one of its most critical touchpoints, showed fragmentation in hierarchy, navigation, and brand expression. This conceptual redesign redefines the airline’s digital identity and establishes a unified design system that scales across the ecosystem, from mobile UI and kiosks, to inflight screens, OOH, and marketing. A simplified brand architecture, refined typographic system, and modular component library restore coherence and reduce cognitive load, while an AR‑driven travel‑visualisation feature introduces personalisation and emotional resonance. The work culminates in a brand‑level storytelling platform, “We’re There for All of It,” positioning BA as a companion throughout the travel journey. The result is a cleaner, more connected, and more expressive product and brand framework that elevates BA’s digital and physical touchpoints.
Early in my career, I interned within British Airways’ Product & Brand Experience team, contributing across web experience, product marketing, and in‑airport systems from biometrics to passenger‑facing displays. BA’s mobile app, one of its most critical touchpoints, showed fragmentation in hierarchy, navigation, and brand expression. This conceptual redesign redefines the airline’s digital identity and establishes a unified design system that scales across the ecosystem, from mobile UI and kiosks, to inflight screens, OOH, and marketing. A simplified brand architecture, refined typographic system, and modular component library restore coherence and reduce cognitive load, while an AR‑driven travel‑visualisation feature introduces personalisation and emotional resonance. The work culminates in a brand‑level storytelling platform, “We’re There for All of It,” positioning BA as a companion throughout the travel journey. The result is a cleaner, more connected, and more expressive product and brand framework that elevates BA’s digital and physical touchpoints.
Role
Product & Brand Designer
Scope
Conceptual | Identity | Product | Campaign
Date
October 2022
