BACKGROUND

Emirates Dubai Headquarters is also home to Emirates own flight crew processing, hundreds of crew daily use the facility to board flights, return from flights and have crew briefings. The project encapsulates points the way to wonderful agency and client collaboration team effort to deliver a stunning masterpiece of breathtaking visual communication.

STRATEGIC

The big idea was to inspire, motivate and empower crew to represent the brand in its broadest sense every time they interface with all passengers. From a personal point of view James wanted the work to be very much future proofed, work that would stand the test of time.

Environmental design does not stop at bricks and mortar. It should reinforce high-end positioning of the Crew Processing Centre, and use involvement techniques that enhance the Crew Processing experience by adding an informative emotional dimension.

A truly multicultural crew with over one hundred and fifty different nationalities and flying to over one hundred destinations, there is a clear need to inform the crew of destinations that Emirates service.

CREATIVE SOLUTION

Our plan was to deliver a three-dimensional brand journey and post training manual experience that will add far more to limited expression of flat artwork or screen.

We further enhanced the brand experience, optimising impact by selecting and recommending; colours, imagery, fabrics, metals and lighting that gave a more realistic perception of the textures and surfaces. Our understanding of the imperative function of visual messaging, imagery and colour was essential for creating the supportive brand spaces.