Client: ERA/Studio London
Project: Introductory brochure
Date: 2002

When two London-based design consultancies - ERA, designers of interiors and products, and Studio London, brand specialists - decided to introduce their joint venture to air travel industry marketeers with a A5 brochure, they needed to make a statement quickly and clearly. The text had to be crisp and authoritative. First, it introduced the partners' proposed strategy for turning bland, fragmented journeys into seamless, enjoyable experiences: give customers the means to remain 'connected' throughout the trip - to information about travel, their luggage and the outside world, and to comfortable surroundings - and they will return. Only once their stall had been set out did the text go into the partners' services and experience. 

"You think your airline is special?
Ask yourself this: if all airlines were stripped of their logos and liveries, if they all looked the same, would customers care? How would they tell one from the other? Would yours be the one that felt different? There's a world of difference between promising a great travel experience and delivering it. And there's a whole world of customers who can tell that difference. Twelve-point customer service plans look good on paper, but how do they look in the air, on the ground?"