Alitalia

Repositioning Alitalia with Etihad as a modern Italian flagship.

Client

Alitalia

site

ita-airways

Date

2016

Industries

Luxury & Hospitality

From tired airline to Italian icon

After Etihad’s 49% stake, Alitalia had to shake off delays, ageing fleet and low affection, proving it could be reliable and modern while owning an aspirational idea of Italian style.

Challenge

From tired airline to Italian icon

After Etihad’s 49% stake, Alitalia had to shake off delays, ageing fleet and low affection, proving it could be reliable and modern while owning an aspirational idea of Italian style.

Challenge

From tired airline to Italian icon

After Etihad’s 49% stake, Alitalia had to shake off delays, ageing fleet and low affection, proving it could be reliable and modern while owning an aspirational idea of Italian style.

Solution

Designing a new Italian way to fly

We built a new platform on Italy’s ‘passion for good living’, then applied one visual and verbal code to aircraft, cabins, magazine and campaigns, from brand film to digital and tactical B2C.

Solution

Designing a new Italian way to fly

We built a new platform on Italy’s ‘passion for good living’, then applied one visual and verbal code to aircraft, cabins, magazine and campaigns, from brand film to digital and tactical B2C.

Solution

Designing a new Italian way to fly

We built a new platform on Italy’s ‘passion for good living’, then applied one visual and verbal code to aircraft, cabins, magazine and campaigns, from brand film to digital and tactical B2C.

My Role

Design lead on the new Alitalia

As Head of Design and Creative Director I co-shaped the brand strategy and created its new language, then led B2C campaigns and supported other teams on the brand film and assets.

My Role

Design lead on the new Alitalia

As Head of Design and Creative Director I co-shaped the brand strategy and created its new language, then led B2C campaigns and supported other teams on the brand film and assets.

My Role

Design lead on the new Alitalia

As Head of Design and Creative Director I co-shaped the brand strategy and created its new language, then led B2C campaigns and supported other teams on the brand film and assets.