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Brief
Brand image plays a pivotal in shaping the interpretation and imagination in the mind of audience, which contributes to the perceptions of brand values, personalities, culture, and context. This brief intended to take ANAโs brand image on a quantum leap forward, defying its current visual language by exploring alternative creative thinking beyond conventions. It required two strategic proposals of future art directionย to re-present ANA to the public domain with fresh and distinct visual language design that is contextually responsible, aspirational, visionary, explorational and progressive.
Brand image plays a pivotal in shaping the interpretation and imagination in the mind of audience, which contributes to the perceptions of brand values, personalities, culture, and context. This brief intended to take ANAโs brand image on a quantum leap forward, defying its current visual language by exploring alternative creative thinking beyond conventions. It required two strategic proposals of future art directionย to re-present ANA to the public domain with fresh and distinct visual language design that is contextually responsible, aspirational, visionary, explorational and progressive.
Response โ Zen in the air
Both alternatives are pinpointed by the future brand message โZen in the Airโ. It captures localism, culture, brand personality and experience holistically. Audiences are invited to join the rejuvenating journey in the air. โZenโ acknowledges Japanese culture and contextually connects audiences with a soothing immersive experience. It suggests the exploration of oriental excellence at a gentle pace, stimulating the imagination of wandering in the mist of foreign country. These proposals introduce modern Japanese interpretation of the current core brand narratives whilst infusing rejuvenating, calming and cultural aspects to the future brand storytelling.
Both alternatives are pinpointed by the future brand message โZen in the Airโ. It captures localism, culture, brand personality and experience holistically. Audiences are invited to join the rejuvenating journey in the air. โZenโ acknowledges Japanese culture and contextually connects audiences with a soothing immersive experience. It suggests the exploration of oriental excellence at a gentle pace, stimulating the imagination of wandering in the mist of foreign country. These proposals introduce modern Japanese interpretation of the current core brand narratives whilst infusing rejuvenating, calming and cultural aspects to the future brand storytelling.
Art direction 01 โ
The Ryokan Cabin
The Ryokan Cabin
This alternative portrays the cabin as a Japanese inn (ryokan) with a dreamlike vision, accentuating an immersive and rejuvenating brand experience in oriental luxury. The Zen Galaxy, the amalgamation of calligraphy and regular strokes, lantern-like illumination, translucent and blurry photoimages cohesively pinpoint the cultural semiotics. Shying from its current corporate sense, this direction infuses hospitable, mythical, spiritual, quiet, warm, and oriental qualities throughout the future brand experience. The colour thinking pays respect to gradients of Japanese traditional colours to evoke gentleness and a touch of craftsmanship, illuminating the cool sky with oriental tones.
Art Direction 02ย โ
Window of Oriental Luxury
This alternative takes a minimalistic approach with hidden intricacy. Hinting turbine or window, the major concentric visual device sparks imagination of the future Japanese aviation that epitomises efficiency and silky experience. It focuses on shifting the perception of Western industrial excellence to Japanese craftsmanship. Infusing a sense of human, the visual representations feature origami typeface marrying aviation to craftsmanship, airy forms hinting Mount Fuji, environmental texture and lantern, and so on. The colour thinking exhibits a nocturnal ambience with uplifting airiness. Supported by coarse texture, they are nods to craft paper and Zen Garden.
Window of Oriental Luxury
This alternative takes a minimalistic approach with hidden intricacy. Hinting turbine or window, the major concentric visual device sparks imagination of the future Japanese aviation that epitomises efficiency and silky experience. It focuses on shifting the perception of Western industrial excellence to Japanese craftsmanship. Infusing a sense of human, the visual representations feature origami typeface marrying aviation to craftsmanship, airy forms hinting Mount Fuji, environmental texture and lantern, and so on. The colour thinking exhibits a nocturnal ambience with uplifting airiness. Supported by coarse texture, they are nods to craft paper and Zen Garden.
DESIGN PROCESS AND ANNOTATION (IN FULL) ๐
Are you a design nerd? ๐ฅธ Welcome to the party!ย ๐
If you are interested in following the threads of thinking in this project, includingย the brand research, design process and thinking, rationale, and reflectionย in full, please access HERE.
If you are interested in following the threads of thinking in this project, includingย the brand research, design process and thinking, rationale, and reflectionย in full, please access HERE.
