It's Nava or Never - Project Documentation Book by Aakansha kukreja

IT’S NAVA OR NEVER

IT’S NAVA OR NEVER A VISUAL JOURNEY

// AAKANSHA KUKREJA // SRISHTI SCHOOL OF ART, DESIGN AND TECHNOLOGY // DIPLOMA PROJECT 2014

FOREWORD “Good design is obvious. Great design is transparent.” - Joe Sparano

When I first came to design school, I didn’t know of a thing called “Visual Communication”. I though I was interested in designing products and furniture, as I had always been fond of making things. Over the years I was introduced to graphic design and slowly my fondness for it began to grow. I started to choose classes on typography and layout and one day I realised how obsessed with it I was! I started looking to absorb and be inspired by more and more visual art and branding through books, TV, movies and ofcourse, the internet. I hadn’t really considered who I was designing for at first, I just wanted to make

text and images aesthetically appealing. Over time I realised that graphic design isn’t about the aesthetic appeal only, but also serves function and purpose. Once this realization hit me, I began to consider Industry standards, target audiences and contexts in order to serve design. I realised that when I am visually ‘communicating’, it must be for another mind to receive this communication. With my dive into freelancing, I stared to let go of my ‘favourite’ colours, fonts, illustration styles and forms and started design in context. I began designing not for myself, but for people. I realised that it is essential for my design

to be backed up with business thinking and strategic planning. I hope that my design, is slowly progressing into transparent design, and that one day I will have successfully mastered the art of transparent design. Under this project, I have created the branding and collaterals for an airline brand based in the Indian Domestic Airline market whose idea was strategized as a collective effort. My contribution to this project was to create a visual language for the airline brand that generates delight in the targetted passengers, users and employees of the brand.

This is a journey into my diploma project from the beginning, through turbulence and to a safe landing. If you are running short on time or patience: please turn to page 154 for a quick overview of my project.

HOW TO READ THIS BOOK Various sections of this book have been demarcated with the icons given below. Two bookmarks have been provided with this book. These bookmarks show all the icons that are used throughout the book. You may want to use them as a reference to remind yourself of the connection to from time to time. I have created a visual map through which I have drawn parallels between processes and outcomes through the course of my project. You could read it in a linear format or jump to and fro. Parts of the map similar to the one on the previous page will appear at intervals through the book to give you a visual perspective of my journey.

DESIGN TOOL

PERSONAL EXPERIENCES

Design Thinking Tools I learnt and applied to my project through different stages.

From time to time, I experienced various instances that lead to ideas and thoughts and sometimes just a laugh.

INSIGHT

CLIENT FEEDBACK

A sudden epiphany or realisation that aided my the solution to my design problem.

The responses from the team at Tata Elixsi during various stages of the project.

PROCESS WORK

GROWTH AS A DESIGNER

A variety of ideation notes and rough sketches that collectively lead me to different stages of my progress.

One level up in my development and growth as a student of design.

CONTENTS

WELCOME ON BOARD 10 Meet Elixsi 12 Introducing the Airline Industry 26 Potential Flyers 32 Information Quest 38 Collecting Data 42 Positioning our Brand 44 Design Intention & Intervention 50 The Mobile You 64 The Naming 70 The Birth of Air Nava FASTEN YOUR SEATBELT 78 94 110 114 134

Brand & Visual Thinking The Logo Identity Application Airline Collaterals Fresh Recall Value

PREPARE FOR LANDING 144 The Responders 150 Materials & Costing

THANK YOU FOR CHOOSING AIR NAVA

154 164 166

Air Nava - Keeping the Familiar Fresh Branding Guidelines for Air Nava A Little Extra

170

ACKNOWLEDGEMENTS

172

BIBLIOGRAPHY

173

AFTERTHOUGHT

WELCOME ON BOARD This chapter highlights my dive into the world of airlines, analysis of various scenarios and tools and the birth of our brand.

MEET ELIXSI On the whole design must be looked at as solution finding; using resources available, combining ideas, using common problems as key. This was one of the first changes in my perception of design as I entered the room of ‘Air Share : Ideas Take Wings’. Our first meeting with the client was at the massive Tata Elixsi office. In a nutshell, Tata Elxsi is a design company that blends technology, creativity and engineering.

formulating an airline brand. He spoke in a manner that was very inspirational, it was more about a collaboration than a client project or a submission, and my passion for corporate design really arose during his talk. The task was clear: Creating an Airline Service in the Indian Domestic Sector from start to finish. We learnt some helpful tools during this talk helped us structure our project:

Here we were introduced the various members of the team and the leader of the team, Mr. Narendra who was very knowledgeable and helped us get more interested in the topic of

ANALYSIS

USER TESTING

INVESTIGATE

INNOVATE

IMPLEMENT

Research: Competition Technology Consumer Behaviour Trends Global Markets Interior Spaces Touchpoints & Painpoints

Generate Insights after analysing data and generate concept ideas, detail out your idea and explore with: Possible Solutions Form and scale Experience Value, etc.

Detail out your idea, it’s values and possivle outcomes. Explore with various materials and resources available. Prototyping always helps in validating and refining.

QUESTIONS POSED TO THE CLIENT BY ME: Q1. Is there a budget? Q2. Are there any particular brand guidelines? Q3. What are the limitations we should consider? Q4. Are there any sector that has problems from a business point of view? Q5. To what extent can we bring design into the airport?

CONSTRAINTS GIVEN BY THE CLIENT - The airports will not change. - Aircraft Technology will remain the same - Consider the prices of flying (with respect to competition) - Assume there is enough budget to publicize and innovate.

SERVICE DESIGN: Initially I had a few misconceptions about Service Design and Design for Business. Personally, I have always looked at the creation of my design from an outcome stand point. At very early stages of this project, this perspective began to get altered and I started to consider various dimensions and processes before I could think of my outcome. Service design is all about making the service you deliver useful, usable, efficient, effective and desirable. Service Design is about interaction.

Itâ&#x20AC;&#x2122;s not only about the first experience your customers have, itâ&#x20AC;&#x2122;s about bringing them back for the 3rd, 10th and 100th experience. This was something I decided to abide by throughout my project: to always maintain dynamism in my designs. My aim was to question these things before anything else: What do the consumers need? What do they desire?

THE AIRLINE INDUSTRY In order to begin understanding the dynamics of the airline industry, we first immersed in our own personal experiences with air travel. The best way to analyse a problem is to experience the problem yourself. Getting into groups and noting our personal experiences in an airline travellers journey was a great way to dive into our path of finding out what we want to do with this project. In the first few weeks, various new design tools were introduced to me. These facilitate design thinking and help dissect the scenario. Some of these were:

The Journey Map: Events and interactions in any process or journey noted in a chronological order. Stakeholders: All the people who will be affected by decisions made by the company or organisation. S.W.O.T.: The Strengths, Weaknesses, Opportunities and Threats that a service or organisation needs to consider. P.E.S.T.E Analysis: Political, economical, social, technological & environmental factors that have an impact on the service. Personas: A pool of demographic attributes and characteristics used to identify the users.

THE JOURNEY MAP Collectively, we created a detailed journey map in which we broke down our experience of the various stages of air travel:

BOOKING A FLIGHT

PREFLIGHT

IN-FLIGHT

POST-FLIGHT

This helped us to highlight all the various simultaneous activities that occur along the way. Carrying this exercise out (visually)showed us the scope for problem solving in each area of a flight experience.

REACHING THE AIRPORT

BOOKING A FLIGHT

PREFLIGHT EXPERIENCE

IN FLIGHT EXPERIENCE

POST FLIGHT EXPERIENCE

What does the flyer experience visually on this journey? When I was made to recall my experiences as a traveller, very visual things about my travel resonated in my mind. I was able to connect strongly with the airline brands, their unique identity, various pieces of visual design at the airport, in the aircraft, around my meals, on my boarding pass, tags, etc. started to question the visual encounters a flyer has along his journey. Various questions came to mind:

- How does an airline brand use visual stimulus to connect with it’s customers? - How does a user remember the experience he’s had with air travel? This lead me to create a visual journey map (shown on the following page) through which I discovered various areas of opportunity and intervention as a visual designer in the later stages of my project. 13

THE STAKEHOLDERS

PASSENGER

AIRLINE

Senior Citizens Families V.I.P. Parents with Infants Students Corporate Musicians Athletes Pet Owners Unaccompanied Minors Tourists

Check-in Staff Accounts Flight Attendants Pilots Ground Staff Board Members Maintenance Ground Control

AIRPORT

SERVICE PROVIDER

Airport Operators Airport Security Control Room Financial Providers System Solutions Retail Restaurants Eateries Maintenance

DIRECT: Manufacturers Government Fuel Suppliers Training Companies INDIRECT: Caterers Travel Agents Sponsors 15

STUDYING THE CURRENT SERVICE PROVIDERS

“Joy of Flying”

Characteristics: CLASSY, CRISP, PROFESSIONAL, SERVICE ORIENTED Strategy: Positioning: Better than other airlines Personality: Energetic, Sophisticated, Progressive Mission: High Quality Services, Reliability, Comfort, Efficient

“Now Everyone Can Fly”

Characteristics: AFFORDABLE, STRAIGHTFORWARD, RELIABLE Strategy: Positioning: Low cost and affordable Personality: Practical, Cost-effective, Professional Mission: Reduced prices, remain recognized. 16

“Flying for Everyone”

Characteristics: BOLD, ENERGY, SPICY, APPROACHABLE, RELIABLE Strategy: Positioning: Low cost, no frills Personality: Practical yet stylish, Contemporary, Vibrant Mission: To be India’s preferred low-cost airline. Lowest fare with highest consumer value.

“Go Indigo”

Characteristics: WITTY, DELIGHTFUL, URBAN, COOL Strategy: Positioning: On time services + Low prices Personality: Young and Fun, Cool quotient Mission: Aspiring to be the best airline in India, by providing affordable fares, on-time services, hassle free services. 17

SWOT ANALYSIS There are various airline companies competing in the Indian market with their own characteristics and Unique Selling Propositions. Some are new while some have been around for many months. Some play on their strengths of quality flying while some target the economy flyer. Shown below is an example of S.W.O.T. analysis. We picked various airline brands and analysed them in groups.

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

- Cheap flight tickets and promotional offers - Remote Locations - Convenient Excess Baggage transactions

- Lowest air fare - On time guarantee - Greater connectiviy amongst tier 2 cities - Strong backing by promoters

- Low brand recall value - No reward system - Poor on-time services - Terrible customer reviews - Old aircrafts

- Lower market share due to stiff competition - Dependence on leased assets - Ambience and feel not at par with current competitors

- Middle Class Flyers - Better tie-ups with online travel agencies like makemytrip, etc

- Growing Market for Spicejet - Cost conscious passengers - International tie-ups

- People trust Indigo more - Fuel costs rising - Over worked crew - Only 19 aircrafts in fleet

- Increase in labour and maintainence cost - Living up to on-time guarantee - Changing government policies

P.E.S.T.E. ANALYSIS

Political

Economical

- Investments (in employees and machines) are made only after the election as the ruling parties may change policies, etc. - Narendra Modi hiked government rail rates, which resulted in a reduced gap between the rail and air prices.

- The loss of income for airlines led to higher operational costs not only due to low demand but also due to higher insurance costs, which increased after the WTC bombing. - The industry was prompted by this to lay off employees, which further fueled the recession as spending decreased due to the rise in unemployment.

Social

Technological

- Women feel safer travelling in airlines - Air travel is a trend on social media - The airlines have to recognize these individuals and should serve them accordingly.

- Air Sahara has introduced a service through the internet, wherein the unoccupied seats are auctioned one week prior to the departure. - Air India also provides many internet based services to its customer such as online ticket booking, updated flight information & handling of customer complaints.

Environmental - Depletion of fossil fuel raises concern for alternative energy requirement. - Geographical location of airports affect the surroundings.

CHILL AIR

We were asked to do a quick 2-day exercise on conceptualizing and creating a hypothetical airline with the name ‘Chill Air’. This helped us to get a gist of what it takes, the considerations to be made, how to use the design thinking tools, etc.

We’ll worry about the Rest CONCEPT: We offer our flyers a retreat in the sky where they can enjoy being pampered and escape the stress of everyday life. We make it about the journey and not just the destination.

Safety, Schedule, Reliability, Relaxation Seat comfort, Food & drink, Baggage, Lounge, Cleanliness, Frequent Flyer Program Pre-flight meals, Massage, Airline Lounge and in-flight entertainment, Special transport Spacious seating with built-in massage system, Customized food service, Mood lighting, Complimentary beverage upon boarding, Library on wheels, Aromatic scents, Meditative audio/video

SEATING ARRANGEMENT

DIFFERENTIATING FACTOR: - Minimal visual design - Library on wheels / kindle feature in the inflight entertainment - Aromatic scents on flight - Personal spacing and privacy - Making everyone feel business class - Premium five star treatment perks (research + pick up from five star hotels) - Relaxation / meditative audio and video on flight - Seats converted to massage chairs - Pick up drop off by the airline - Special seats designed for infants (if any) -Premium meals by premium chefs / personalised

PERSONAS

In order to identify a group of people as one persona, you must talk to various kinds of people and find ways of clubbing their experiences and characteristics. We used this opportunity to explore a variety of people who use air travel. Using the theme â&#x20AC;&#x153;frequent flierâ&#x20AC;?, we connected with various people including friends and families as well as spoke to the different people around within the Srishti community. Some of the questions we asked were quite open ended and generic as we were new to this. My first understandings of how to identify personas is given in the sketch to the right.

POTENTIAL FLYERS Our observations during our first visit to the airport were very helpful in analysing different kinds of passengers. We noticed that a vast range of people from first-time flyers to frequent flyer groups were present at the airport at different times of the day. The categories given below were created by us to classify different types of flyers. This further helped us to identify our audience.

SERVICE PROVIDERS We also took into consideration and categorized and analysed the service providers as they are important stakeholders in the airline service industry.

PILOTS, FLIGHT ATTENDANTS, CHECK-IN KIOSK, GROUND STAFF, TICKETING KIOSK Needs punctual communications with base, accomodations and travel need to be convenient and flexible, Alert, Senstive to people’s needs, patient, good communication skills, pleasant demeanor, face to face interaction.

OPERATIONS BASE, ACCOUNTS DEPT, BAGGAGE STAFF, MAINTENENCE, etc. Alert with fragile baggage and special handling requirements, punctual, alert, they don’t represent the face of the airline, their actions may have an impact on the preception of the airline, co-ordination and information transfer.

VISIT TO THE AIRPORT We made an exciting visit at the airport! We reached around 12:30 and started with the arrivals section. There didnâ&#x20AC;&#x2122;t seem to be many people around at that section so we decided to explore the departure section. I began to create mind maps for the kinds of passengers I could see. This raised my curiosity and I decided to approach a few people and ask them general questions. The lady and gentleman I spoke with had many insights on their own personal experiences, but werenâ&#x20AC;&#x2122;t very loyal to any particular airline brand. What I had with them was more like a conversation with unstructured questions, this also taught me for the future interviews we will conduct that I must stick to the point and keep it natural.

Students with excess luggage Group travellers, Taking photos, excited

Businessmen leaving / rushing

DEPARTURE SECTION

People waiting around / eating

Dropping friends off / goodbyes

Families in a hurry and hungry Busy old man, some confused

Lone travellers with single bags

A CONVERSATION AT THE AIRPORT I approached a middle-aged lady at the airport who seemed to be waiting and she agreed to speak with me once I mentioned I was a student doing some primary research for my project. Given below is a snippet:

So which airline are you travelling with today? How come you’re waiting outisde?

I’m travelling with Jet Airways. I’m travelling with my mother who needs a wheelchair. These guys at Jet told me that the runway is going to be closed so I would have to wait outside in the heat until 3 p.m. for a wheelchair!

The runway is closed? I’m so sorry, that’s terrible. Do you face these problems often?

MRS. KRISHNAN

My mum doesn’t travel very often, as she is too old for frequent travel. Once we travelled by kingfisher, and they sent a guy to the cab to receive her. What lovely customer service! I wish the airline didn’t shut down. Jet has really pissed me off.

Yes, my father keeps complaining about Jet Airways as well! Which other airlines do you like or dislike and why? Indigo’s really great because they stick to their on time promise. I’m not sure I like any airline food though! Spice jet isn’t very comfortable but the prices are cheap.

COLLABORATIVE ANALYSIS Our entire class of around 18-20 people sat down together and started to list all possible kinds of travellers we had interacted with or observed. The result was complex but fruitful.

INFORMATION QUEST After various visits to the airport and dissecting our target audiences, it was time to form a survey! Ksenia, an expert on questionnaires and the art of asking had a very informative and inspiring session with us through which I gained clarity before drafting my questionnaire. I decided to flesh out certain details for myself before actually going into the field with my survey.

PREPARATION FOR THE SURVEY AIM: To find out the various perceptions of visual language and how it can be made more influential to various audiences. PROBLEMS ASSUMED: - Visual language of the service provider isnâ&#x20AC;&#x2122;t influential or impactful enough to increase potential customers and retain the existing ones. - Customers lose out on relevant and important information and communication. - Seams are created and time is lost in their journey due to trouble in finding out information. HYPOTHESES: - Most people select their service provider according to how tickets are priced, not according to the visual identity of an airline. Airline service providers are often NOT viewed as a brand but more like a travel option. - Flyers need the relevant information at the right time in their journey. - There is loss of communication and loss in communication at both ends. - The visual language that they are subjected to can influence flyers. KEY QUESTION How can airline service providers use visual languages to influence their target audience?

TARGET GROUP FOR THE SURVEY MAIN TARGET GROUP: People who choose air travel Youth: 18-30 Working Class and Parents: 30-65 Sub target Group 1: Experienced Flyers Sub target Group 2: Occasional Flyers

OTHER CATEGORIZATION: Sex: Interview as many women as men. Social class: (Business / Economy), local vs. immigrant, professionally active or not, Ages: 18-22, 23-30, 31-60, 60+ Family Situation Emergency Situation

TOPICS TO BE GENERATED -Is flying a task or an experience for most customer? -What are the general pain points while travelling? -What kind of people travel? -Which modes of transport are used to get to the airport? -What are the various purposes for travel? -Demographics of flyers -Demographics of people who decide to fly. -How much time do customers consume while travelling to and fro from the airport? -What are the most convenient hours for travel? -How often do people miss the 45 minute prior deadline? -What is the perception of Visual Language? -How much is visual language noticed? -What kind of information is lost/ what is not communicated? -At what point in a customerâ&#x20AC;&#x2122;s journey does he feel lost? -At what point in a customerâ&#x20AC;&#x2122;s journey does he need assistance? -Which brands of airlines do customers choose and why. -Which brands are customers loyal to? -What is the most important factor while chosing an airline brand? -Which experiences (of airline brands) do customers remember the most?

THE FINAL QUESTIONNAIRE

COLLECTING DATA QUANTITATIVE ANALYSIS

QUALITATIVE ANALYSIS

Since collecting qualitative data is extensive and subjective, we created a table to classify and map our qualitative analysis in order to generate the insights and painpoints as shown below.

INSIGHTS GENERATED

PAINPOINTS

WANTS/NEEDS

POSITIONING OUR BRAND A positioning for any brand must speak of the core idea of the brand as well as address / create a demand in the market for your customers. This was my first experience with strategizing a brand, so this term was fairly new to me. We learnt that condensing the keywords and characteristics of a brand in a nutshell statement was harder that it seems.

ROUND 1

1. To offer value for money and to make travel experience a delight.

1. Flying with us - our service, your experience

2. Class, charm, elegance, always.

2. Simplifying the journey for the hasty traveller by directly connecting remote cities across the country.

3. The only premium airline connecting to your city of choice without stopovers. 4. Your journey is hassle free & an unforgettable experience created by human centric interaction.

3. We deliver comfort to your family every step of the journey. 4. Rise to the premium horizon.

5. A seasonal airline connecting students to their schools.

5. Service which offers you comfort, care and a personal space on board.

6. We offer an exclusively journey where flyers can experience the fastest way to travel across india.

6. Simplifying student transit.

7. An aircraft that caters to a daily traveller & provides a home in the air.

8. More room for the progressive Indian.

8. A premium airline for valued families.

ROUND 2

7. Fly Young.

Over the course of time, with our heads together, we came up with and refined various brand positioning statements. We went through 4 rounds of brand positioning statements shown below. However, frustrating, the process of iterating and re-iterating was effective and evident. At these stages we identified important words and eliminated some. The statements we finally arrived at were eventually altered some more and used as our final brand positioning statement.

ROUND 3

1. Enjoy the comfort, care, food & safety you experience at home. 2. We offer the simplest airline for the hasty flyer to directly travel across remote cities in India. 3. Connecting the urban agglomerate to the education hubs. 4. Rise to the premium horizon. 5. For the forever young, the technology of tomorrow. 6. Constantly evolving service that creates and experience for you.

ROUND 4

1. Engaging premium service getting you where you need in the least possible time. 2. Redefining youth transit. 3. An air journey crafted for the busy flyer to optimize energy, time & effort. 4. A safe haven for women. 5. Spirited & true flying experience for the forever young. 6. A journey building building relationships & trust in the sky.

7. A premium experience for every family.

7. Service oriented to optimize the experience of the mobile traveller.

8. All India, All Premium, No-stops.

8. More room for an evolving India. 9. Smart operations, smart pricing with premium services.

DESIGN INTENTION & INTERVENTION INTENT The intention of this project is to explore the areas of engagement of a potential customer with the visual language of an airline service provider. The idea is to specifically engage in the influence of airline identity

VISUAL LANGUAGE

and information design on the perception of the consumer. The perspective of both must be considered: the potential customer and the service provider itself.

INFLUENCE OF IDENTITY

INFORMATION DESIGN

PROBLEMS ADRESSED In an airline service brand, problems such as loss of communication and loss in communication are faced at the consumerâ&#x20AC;&#x2122;s end. Consumers have become accustomed to

LOSS, LACK OF ASSISTANCE 44

visuals that are easy on the eye. Consumers seek quick clarity and consistency while they are making their choice of a service provider.

INFORMATION OVERLOAD

LACK OF CONNECT WITH BRAND

FIVE SENSES OF COMMUNICATION

VISION HEARING TOUCH SMELL TASTE 1/4 SECOND

8 SECONDS

Time taken by the brain to Process visual cues.

Average attention span of a consumer.

WHAT DO I WANT TO ACHIEVE?

APPEAL Visually engaging content and ideas are more attractive.

RETENTION COMPREHENSION Our brains are wired to automatically interpret relationships between objects.

Emotional and aesthetic design promts qualitative connection and allows for retention.

THE PROJECT PROPOSAL AS OF 12TH AUGUST ‘14

1. THE DESIGN BRIEF: INTENT: The intention of this project is to explore the areas of engagement of a potential customer with the visual language of an airline service provider. The idea is to specifically engage in the influence of airline identity and information design on the perception of the consumer. The perspective of both must be considered: the potential customer and the service provider itself. (i) THE ROLE OF VISUAL STIMULUS:

(ii) VISUAL LANGUAGE IN BRAND STRATEGY:

The visual language of a brand represents the essence of a brand and creates a relationship with potential customers. Visual stimulus is the affect visual design has on the receiver via their sense of sight. Visual stimulus in an airline service provider can be achieved at various steps in the journey of its passengers. In today’s age, consumers demand visual versions of information that they are subject to. They have become accustomed to quick and simplified content. Consumers are continuously being made to process large amounts of understanding and information. Experientially, our sense of sight overpowers all other senses while receiving information. The human mind takes 1/4th of a second to process visual cues. The average attention span of a consumer is 8 seconds. Relationships with various brands and services are created on the basis of the experiences they create.

Service brands are created around a vision and mission hence creating a position they take in the market. Various service providers differentiate themselves through their visual language, quality of service and the experience they create. Airline service brands try to bridge the gap between their employee actions, service quality and their potential customers. The aim of the visual language of a brand is to entice the potential customer, communicate effectively to the consumer, preserve brand identity and retain its consumers. The visual language of an airline service can enable flyers to absorb relevant information quickly and create a smooth journey experience. Visuals make meaning out of ideas and information. The salience of any service brand lies in the influence or impact made by it on its potential customers and consumers. REASON / JUSTIFICATION:

“We are not in the coffee business serving people. But in the people business serving coffee.” – Howard Schultz (CEO, Starbucks.) This inspired me and I interpreted it in this way: “We are not in the airline business serving people. But in the people-business serving air travel.”

Airline brands need to be user-centric, as they must realized the importance of every customer’s loyalty. Service brands tend to peoples needs and try to solve their problems via creating an immersive and smooth experience. An airline must connect with its prospects at the first stage – by catering to utilitarian needs of their target audience. They must also create a wholesome, memorable experience. The visual language of a service provider plays an integral role in creating a connect. David McCandless, in his speech states, “Visual information is the new soil.” He draws a comparison of visual design with a jungle setting, stating that coming across a graphic in a jumble of information is like discovering a clearing in a dense jungle.

(i) THE NEED FOR VISUAL STIMULUS: For the USER: An airline journey consists of a pre-flight, in-flight and post-flight experience. The customer loses a lot of information at all of these stages, thus creating seams in his journey. Sometimes, the customers feel the overload of information and inherently a need for visual information is generated. For the SERVICE PROVIDER: Quality can only be experienced, once the potential customer is enticed by the visual identity of brand. A brand faces problems in the areas of representing the essence of its vision and showcasing consistency. Subconsciously we start speaking the language of graphics and visuals. This can be used to the advantage of a brand in problems areas such as customers who don’t read the safety information card placed by the airline service and don’t avail the use of easy services like web check-in, etc. The troubles faced by customers in absorbing important and relevant information (such as that on the boarding pass, screen display, food menu, etc.) Building a visual language to guide your brand’s visual communication is more important than ever, because every piece of content one creates reflects your brand and influences your brand perception. For a service provider to become a brand, the language of visuals must be spoken to mass audiences.

2. RESEARCH QUESTIONS: (i) What are the various areas of visual stimulus in a passenger’s journey? (ii) What is the extent of visual language in service design (from the service providers point of view) and how can we push it further? (iii) Who are the potential customer and how important a role does visual language play in his selection of service provider/brand? (iv) In the journey of air travel, which part of the journey has the most exposure to visual stimulus and how and how much does a customer absorb it? (v) How can service providers make use of their visual language to connect with potential customers? Which competitors in the market are currently succeeding in establishing connect? (vi) Who is the user of any particular airline service and how does he/she remember the experience of air travel? (vii) How can the airline brand design information so as to retain interest and influence the mind of the potential customer? (viii) How can an airline brand adapt to the increasing use of new technology (smartphones, tablets, etc.) and expand its visual language using it? (ix) How can the airline make their in-flight information more relevant to the target audience that it is serving? (x) How can the airline brand use visual language to extend to the development and training of its staff and operations crew? (xi) How can a new airline brand create a demand in the market using its visual language and creative marketing in a concise manner?

3. MATERIALS/RESOURCES: - TOOLS & METHODS (i) Design Thinking Methodology (ii) Tools such as: Stakeholder map, persona, Fly on the wall, SWOT analysis, journey map, PESTE analysis. (iii) Typography Theories (iv) Perceptual Psychology (v) Brand Strategy Analysis (vi) Case Studies for different service providers beyond airline realms -DISCIPLINES TO BE EXPLORED (i) Behavioural Sciences to Visual Stimulus (ii) Consumer Behavioural Psychology (iii) Impact of visuals on memory (iv) Semiotics / Information Visualization (v) Information design within the realms of the airline industry -BOOKS (i) Brand Thinking – Debbie Millman (ii) Big Brand Theory – Ginko Press 48

(iii) Six Thinking Hats â&#x20AC;&#x201C; Edward DeBono (iv) Simplicity â&#x20AC;&#x201C; Edward DeBono

5. LEARNING OUTCOMES: I would aim to gain the following: -Ability to iterate & explore, prototype and develop ideas -Ability to synthesize & apply techniques, skills, concepts leading to aesthetic or effective outcomes. - Ability to draw upon insights and create tangible insights - Ability to incorporate the needs of users and audience - To know about the know-hows of the airline business from a user centric as well as operations point of view. - Ability to collect data and information and to filter it in a concise manner and be able to represent it in a condensed manner. - Ability to design presentations that are concise and interactive with the audience. I feel that I should make my process more exhaustive than before and use design tools like empathy, etc. and identify with my audience in order to get insights before I conceptualize. In terms of my tangible outcomes, I wish to create and recreate forms of visual stimulus that are effective for the target audience and hold high retention value. The idea is not only to have aesthetic tangibles, but also impactful ones.

THE MOBILE YOU After collective selection of a few brand-positioning statements, we decided to take them forward in smaller groups within the class. The two options for a similar brand we condensed were: “Services and Products that make the Mobile You feel that the familiar is always fresh”. & “Crafting a seamless experience for the Mobile You”. Mobile you was the key attribute of our target audience.

WHO IS THE MOBILE TRAVELLER? On a purely physical level, mobility means being able to move freely or easily. But the definition can also extend to the nature of a person (the traveller), their state of mind or a way of living.

The mobile person is adaptable, spontaneous, connected, dynamic, evolving. 50

WHAT DOES BEING MOBILE MEAN TO DIFFERENT PEOPLE? Mobility doesnt only have to apply to a person who is always on the go. The characteristics can apply to a wide variety of people, not just to tech-savvy frequent flyers. Therefore â&#x20AC;&#x153;MOBILEâ&#x20AC;? is not a fixed demographic, but a distinct way of thinking.

Mobility means being able to work from anywhere, booking/cancelling practical and comfortable accommodation on short notice, and minimizing idle time.

Mobility means being able to make and confirm plans to meet the demands of a group, following airfare and vacation deals, and being able to spend quality time with loved ones.

Mobility means being able to explore new cultures, learning different things, maximizing authentic and memorable experiences and documenting the journey.

WHAT DOES THE MOBILE YOU WANT? We decided to question what our travellers want. Itâ&#x20AC;&#x2122;s essential to address not only the needs, but the wants of the audience as well.

To be connected:

To be in control:

To be occupied:

Having easy access to information and consistent modes of communication.

Being involved in procedures and transactions instead of being left idle.

Feeling constantly engaged and stimulated in new ways, minimal stagnation.

BRAND PERSONALITY SPECTRUM

Our company aims to be contemporary, fast-moving and energetic. We like to make ideas happen quickly, and we donâ&#x20AC;&#x2122;t mind taking risks. Our communication style is friendly and approachable. 52

This side represents a company that aims at being traditional, relies on solid planning and established ways of getting things done. It might be trying to appeal to upscale clientele, and the communication style is corporate and professional.

HOW CAN WE CONNECT WITH THE MOBILE YOU?

Personal, customizable incentives

Seamless & optimum use of time

Expanding the boundaries of comfort zones

Dynamic products and services

New memories for frequent flyers

WHAT AREAS ARE WE FOCUSING ON?

SEAMLEASS USE OF TIME

NEW EXPERIENCES FOR FREQUENT TRAVELLERS 53

BRAND POSITIONING

“

OPTION 2

CRAFTING A SEAMLESS EXPERIENCE FOR THE MOBILE YOU.

- Streamlining the journey - Avoiding lull periods - Keeping the user engaged

Our target audience, The Mobile You is:

“

OPTION 1

SERVICES THAT MAKE THE MOBILE YOU FEEL THAT THE FAMILIAR IS FRESH

- Many travelers tend to travel a particular circuit. Keeping them engaged and interested. - A new experience to offer, in any form.

“

KEEPING THE FAMILIAR FRESH FOR THE MOBILE YOU

After some feedback from the client and class, we condensed our positioning in order for it to be a crisp pitch. “Keeping the familiar fresh” targets the dynamic and spontaneous traveller. The mobile you is essential to our statement as a brand, as we decided to focus on customer-service.

“

FINAL POSITIONING

VISION To deliver a dynamic flying experience by constantly evolving our customer services.

MISSION - Simplified, well-guided procedures. - Seamless and Optimum use of travel time. - Expanding Boundaries and encouraging the traveler to be in control.

CORE-VALUES OF OUR COMPANY

FEATURES

Memorable Experiences

- QUICK TRAVEL

Crafting A Co-Creative Ecosystem

- FULL SCALE CARRIER - SIMPLE AND NO FRILLS

Evolving To Adapt To New Technology

- TIER 1 + TIER 2

Customer-Centric Services

- GUIDANCE

Progressive Company Culture

- TECH SAVVY & INTERACTIVE - FIXED PRICING

POSSIBLE TONE OF VOICE FOR CAMPAIGNS

“Fly with fi” Now enjoy complimentary wi-fi while flying! “ We care for for your luggage.” Your bags are handled with utmost care. “Depart, don’t disconnect.” Continue to stay socially connected while flying. “ Never fly without battery. End the power struggle” Use our power ports to charge up. “Fly from the airport and through it too!” “Fly from the airport and through it too!” “We’ll worry about the Rest” Now enjoy our spacious business class experience “Today’s menu: A breath of fresh airline” Constantly changing our menus and giveaways “ Let’s go on an adventure!” Travel guides and packages for the wanderers

Once we showed the progress for this brand to the client, they felt that it wasn’t condensed enough. The above statements, they thought weren’t connecting very well with each other. Sumit felt that we need to do a better comparison of this brand in the current market and see if the things we were introducing to air travel were relevant enough.

In order for a brand to remain consistent, it’s voice should be such that it is coming from one personality. I felt that we were trying to involve everything in our brand, as per our surveys and findings. It became essential to focus on what we are and what we are not. So we decided to question: Who are our flyers?

WHO ARE OUR FLYERS?

Includes: Students, Working, Couples, Couples with kids, Groups

PRIMARY SECONDARY

Excludes: Infants, Unaccompanied minors, Joint Families, Elderly Couples

18-21, 22-30, 31-45

OFFICIAL ENGAGEMENT EDUCATION HOLIDAY

Availability, Quick and Smooth Travel, Guidance, Giveaways

45-60, 60+

EMERGENCY EVENT

Food, Assistance, Grouped Seating

PERSONAS Instead of using a demographic, we decided to focus our personas on their primary purpose of travel. Once we identified why exactly our target audience travels, we realised people of various ages and gender could fit under these broader categories. This way it was easier to look into the needs and the wants of our potential customers and helped us to design a more focused service.

PURPOSE OF TRAVEL 1:

PURPOSE OF TRAVEL 2:

HOLIDAY

OFFICIAL

They are pro-active and enthusiastic individuals who are looking forward to the travel. They might be travelling in groups. The purpose for their travel is vacational - they consider exploring a new city, time off work, visiting family during festivals and other holidays, etc. They are looking for an enjoyable journey in which the air travel becomes a part of the excitement and experience and not a hassle. Additional services to add to their journey make it more engaging would be important to this experience. They like to have their options in front of them, so they have time to consider budget constraints along with their preferences.

ENGAGEMENT

Flyers who are well versed with all the procedures. Generally they fly within a time constraint so on-time facilites are prefered. They have low tolerance for delays and frills. They prefer to wait in lounges rather than the crowded spaces at the airport. They prefer to remain in control over the products and services they buy into and would like to be given attention when they require intervention. They keep themselves engaged and donâ&#x20AC;&#x2122;t usually have time to get bored.

We took into account the various people who wouldnt fit undr any of our primary target groups as another persona. This seemed essential as we had to consider our secondary target group as well so as to not disappoint customers that have wants and needs outside of our primary scope.

PURPOSE OF TRAVEL 3:

PURPOSE OF TRAVEL 4:

EDUCATION

OUTSIDE TARGET GROUP

Flyers who fly back and forth from their hometown to their place of education. They are usually part of the youth and usually require to be engaged or pre-occupied. They fly during major festivals and holiday seasons (summer, winter, etc). They usually face problems of excess baggage and are more likely to use available technology.

Flyers who may not accept use of technology easily. They require aid and / or assistance. They usually travel with a passenger. They usually travel for events or visiting family. They are usually confused at the airport and might include first-time flyers.

KEEPING THE FAMILIAR FRESH

In order to break down the offerings of our service and gain clarity on the same, we decided to break down our brand positioning and ask: What is ‘familiar’ in the Indian Context?

PRE-FLIGHT FOR BOOKING TICKET : - Travel websites - Travel agents - Airline websites TRAVEL TO THE AIRPORT : - Cab Service - Personal Vehicles - Airport Buses & Autorickshaws AT THE AIRPORT: - Can’t find trolleys and assistance - Queues before entering - Fumbling for Id + documents - People are used to printing their ticket CHECK-IN: - Check-in queue (impatient passengers) - People arrive late and cut the line - Bump into people with their trolleys - Transfer stuff from check-in to cabin baggage - Leave trolley at the kiosk

SECURITY: - Some forget handbag tags - Chaos while taking out laptops / phones / etc. - Carrying prohibited substances (re-check) - Uninformed about the process WAITING LOUNGE: - Visit airport shops - Nap, Work, Music, Watch the TV, Newspaper - Food: Restaurants + Self-brought - Charge various electronics - Clicking photos, Noise and chaos (kids running around, etc) BOARDING: - Forget to check the hangbag stamp - Rush as soon as boarding gates open. Results in long queues - Buses are stuffed - Don’t follow the sliced seating system

IN-FLIGHT POST-FLIGHT TAKE-OFF : - Jam the aisles (overhead bags, etc) - Donâ&#x20AC;&#x2122;t pay attention to the safety announcements - Using their phones, other electronics - Babies crying, need assistance - Asking for assistance impatiently - Clicking photos WHILE FLYING : - Getting up from the seats - Lots of movement post seat belt sign goes off - Fight for space - Bring their own food - Make a mess - Fidling with the buttons - Recline the seats while eating - Stuff the seat pockets with waste

POST LANDING : - Rush to the bus / aero-bridge - Cramped buses - Identification of conveyor belts - Chaos and Impatience at the conveyor belts - Pickup wrong bags - Children tend to play around the belts - Accidently injure people while liftting bags - Not enough assistance for missing luggage EXITING THE AIRPORT : - Signage isnt enough - Confusion for selecting transport - Crowding at the arrival - Leaving the trolleys - Queues at the airport cabs

ONCE FLIGHT LANDS : - Choas to collect baggage - Start using thier phones before the announcements - They rush to the aircraft exit - May forget items in the flight

How do we plan to deliver freshness to our target audience?

NEW PERSPECTIVE OF THE PLACE AND THE JOURNEY

News, events and current information about destination, changing menu with large variety, flight info.

PACKAGES + INFORMATION GUIDES FOR SPECIFIC HOLIDAYS

Packages according to experience not price, suggestions of things to do at the destination, tips etc.

SEASONAL AND DYNAMIC PROMOTIONS FOR STUDENTS

Special offers, baggage concessions, complimentary backto-school and festival/holiday gifts etc.

DYNAMIC INCENTIVES + TAKEAWAYS FOR EVERYBODY!

Messages, infographics in unexpected places and tangible and intangible incentives to create brand recall value.

THE NAMING A name of a company is a signal. It can be a literal signal, describing a specific service in a matter-of-fact way. This is often the case in techinical B@B worlds, where buyers make speedy pragmatic decisions. More often than not, a name is a figurative signal. With our brand fleshed out, it was time to give it a name, eventually leading to its wholesome identity.

I looked into various books on brand naming, etc. and gained various insights. There are four essential factors to consider while finding the right name for your brand:

SEMANTIC VALUE

STRATEGIC IMPACT

PHONETIC STRUCTURE

Does it convey the right idea or attitude?

Does it align to your business objectives?

Is it easy to say and remember?

CHARACTERISTICS OF OUR BRAND: - APPROACHABLE - CUTTING EDGE - FRIENDLY - OUTGOING - BOLD - STRAIGHTFORWARD - DYNAMIC - HIGH ENERGY

AVAILABILITY Is it legally available? Has it become iconic for another brand?

Using these characteristics and keywords for The Mobile You, we came up with a rough draft of names for our brand:

ROUND 1:

‘FRESH’

‘NAVA’

Meaning: Not previously known or used; new or different. (Not just the same old ordinary airline experience.)

Meaning: Nava is a Sanskrit word that means modern, recent, young and fresh.

Our brand’s vision is to deliver for our customers a refreshing experience by keeping our service relevant and exciting and giving the flyers something new to look forward to.

For the state of mind for a mobile traveller, a name that is simple and easy to remember is ideal. The word itself originates from a language deeply rooted in Indian culture. Phonetically, the name can be pronounced in a similar way no matter what language the customer speaks.

‘MINT’

‘COBALT’

Meaning: ‘Mint,’ an aromatic plant which signifies coolness, refreshment and spiffy.

The colour of cobalt symbolizes : Communication, Truth, Loyalty.

Mint airline is an experience that remains significant and contemporary. The idea is to adjust, adapt, respond and act in accordance with the needs and desires of our customers.

/naa-vaa/

/koh-bawlt/

As a brand we are looking to create some level of transparency in the pricing, evoking loyalty from our customers. We aim to deliver a progressive attitude with quality service. As a colour, cobalt is bold and recognizable.

Round one proved successful in justifying why each of those words could be our brand name. In order to validate these, we took 3 of them (shown below) forward to user testing. We asked people of different ages to respond to the name and played announcements from each hypothetical airline.

ROUND 2: OPTION 1

MINT An aromatic plant which signifies coolness, spiffy and refreshment.

HOW DID THE AUDIENCE RESPOND: “Refreshing, cool, tangy, confident.” “Connects me to ‘minting money’ - has the feeling of luxurious, fresh, green, eco-friendly.” “Sounds like air freshner, food packaging or polos and breath mints.” “To me, the airline sounds very confused and doesn’t know where to position itself.” “Sounds like its a young and fun, therefore is fast paced but there is no sense of urgency.” “Sounds like a restaurant, food and beverage company or a clothings line/fashion brand.”

PROS

CONS

The qualities of it being a refreshing, young and energetic brand come across.

Immediate association to a chloromint or polo is too high - air freshner products

Relaxing and hassle free journey is a must for an airline with such a name.

Most interpret it as a name for an air freshner or minty products, or even a fashion brand, not an airline. 67

OPTION 2

NAVA Sanskrit word meaning : modern, recent, young and fresh.

HOW DID THE AUDIENCE RESPOND: “The colour blue : it’s quite dull.” “Getting into the plane feels cobalt anyway, why enhance that with blue interiors and branding.” “Sounds like a sporty/athletic co, rough and tough - or a vehicle repairing garage.” “Seems too high end & classy.” “Connects to the skies and the action of flying high.”

PROS The brand name sounds like a highly sophisticated Indian brand. Indian name creates a better connect with people better than an english word. Pronounciation is easy for all

CONS Association with coconut water, cosmetics, deoderant or bottled water - what services does Nava provide? It could be the name of anything

OPTION 3

COBALT The colour of cobalt symbolizes : Communication, Truth, Loyalty.

PROS

CONS

The qualities of it being a refreshing, young and energetic brand come across.

Immediate association to a chloromint or polo is too high - air freshner products

Relaxing and hassle free journey is a must for an airline with such a name.

Most interpret it as a name for an air freshner or minty products, or even a fashion brand, not an airline. 69

THE BIRTH OF AIR NAVA FINAL NAME FOR OUR BRAND:

AIR NAVA

Sanskrit word meaning : modern, recent, young and fresh.

After an extensive process of responders and various opinions around in and outside the classroom, we decided to call our airline service â&#x20AC;&#x2DC;Air Navaâ&#x20AC;&#x2122;. It was essential for us to connect to the Indian audiences via this name and its pronouncitation. In many languages in India, Nava has various meanings (however, none of them are negative). Phonetically, it had a continuity which all of us agreed with.

SEMANTIC VALUE

STRATEGIC IMPACT

PHONETIC STRUCTURE

AVAILABILITY

Nava conveys a fresh, progressive attitude.

Our business objectives: being approachable, new and updated; are fulfilled.

It has a short span of pronounciation but a catchy ring to it.

Nava is legally available in the Indian airline Industry.

“

KEEPING THE FAMILIAR FRESH FOR THE MOBILE YOU

VISION

“

AIR NAVA

To deliver a dynamic flying experience by constantly evolving our customer services.

MISSION - Simplified, well-guided procedures. - Seamless and Optimum use of travel time. - Expanding Boundaries and encouraging the traveler to be in control.

OUR GOALS - Determined Quick yet Safe travel. - Catering to the needs of Mobile You - Dynamic Flying Experiences - Simplified well-guided procdures - Creating a sense of independence in the traveller - Consistency in our core values - Bring-back customers through brand recall and incentives.

TONE OF VOICE CONSTANTLY EVOLVING

DYNAMIC

IN-CONTROL

APPROACHABLE

FRESH

CALM

ENERGETIC

PROGRESSIVE 71

THE 9 Ds OF AIR NAVA In a few languages, Nava means Nine. We decided to incorporate this into our brand story and in order for it to be catchy and easy to remember, we came up with 9 Ds as principles for our company and its employees.

DISCUSS - Co-Creative Company Culture DYNAMIC - Constantly Evolve And Adapt Products And Services DETAIL - Attention To Detail & Ironing Out The Customer Journey DETERMINED - To Deliver Customer-Centric Services, Quick Travel DESIGN - Well Guided Procedures, Brand Recall Value DIGITAL - Adapting To New Technologies DELIGHTFUL - Fresh, Spontaneous DRIVEN - To Enhance Customer Experience, Create Memorable Experiences DIRECT - Direct Flights With No Stopovers, Direct And Open Communication With All Stakeholders

Various people we proposed the 9 Ds to, were skeptical if they were probably too many. The client felt the same in terms of it being too overwhelming or too extensive to remember. We felt that we had to stay true to the meaning of Nava, and in terms of recall value, the employees could be provided a handbook stating these and hence wouldnâ&#x20AC;&#x2122;t have to remember them at once.

KEY COMPETITORS

- YOUNG, FUN

- PROGRESSIVE

- FULL SCALE

- COOL, URBAN

- FULL SCALE

-APPROACHABLE

- ON TIME

- ENERGETIC

- INDIANIZED

BRAND PERSONALITY SPECTRUM

CITIES COVERED BY AIR NAVA MUMBAI

AGRA

PUNE

TRICHI

PANAJI (GOA)

RAIPUR

KOCHI

GUWAHATI

TRIVANDRUM

CHANDIGARH

BENGALURU

NEW DELHI

HYDERABAD

JAIPUR

CHENNAI

AHMEDABAD

BHUVANESHWAR

INDORE

KOLKATA

NAGPUR

PATNA

KOZHIKODE

LUCKNOW

RANCHI

Since our target consumers were travelling for the purposes of education, official engagement and holidays, we condensed our cities covered on the basis of education hubs, the airports with the highest number of travellers and famous holiday destinations of India.

FASTEN YOUR SEATBELTS

The fun is about to begin! After strategizing the brand, itâ&#x20AC;&#x2122;s time to give it a Visual Language. This section takes off into the design and creatives for our brand, Air Nava.

BRAND THINKING I have always been fascinated with how big brands come up with their visual identity. Now that we had Air Nava in place, it was time for creating an identity that would do justice to the characteristics of Air Nava. I began to ask a few questions:

- How does the logo speak of the brandâ&#x20AC;&#x2122;s vast values and attributes in one visual? - What is the purpose of visual identity? - Is the visual identity the first impression of a brand? - What is the extent of this identity in the services that the brand offers?

Upon reading articles and books about brands, I noted a few important things that further influenced my design for Air Nava.

- Branding is the manipulation of desire through tugging at human aspirations, comfort, trust, variety and vanity. -Today, branding is about positive perception, customer loyalty and excess price. - A brand is the idea or image of a specific product or service that consumers connect with, by identifying the name, logo, slogan, or design of the company who owns the idea or image. - Branding is when that idea or image is marketed so that it is recognizable by more and more people, and identified with a certain service or product when there are many other companies offering the same service.

VISUAL THINKING I revisted my proposal in order to begin my visual design process for Air Nava:

WHAT DO I WANT TO ACHIEVE?

APPEAL Visually engaging content and ideas are more attractive.

RETENTION Emotional and aesthetic design promts qualitative connection and allows for retention.

COMPREHENSION Our brains are wired to automatically interpret relationships between objects.

SIGHT IS:

MAKE THE AUDIENCE:

Swift

Perceive

Comprehensive

Organize

Simultaneously Analytical

Intepret

Synthetic

Store The Message

PRINCIPLES OF VISUAL LANGUAGE: ORGANIZE FOR PERCEPTION

FEATURES THAT POP OUT

Without perceptual organization a picture might appear to be a chaotic set of disconnected dots and lines:

To describe a feature as salient we must be able to distinguish it from everything else in its surroundings or proximity.

POSITION

EMPHASIS

The position of each component conveys a progression of relative importance. Research shows that objects in the top half of a picture are considered to be more active, dynamic and potent.

Emphasis can be accomplished through techniques that create contrast, which is characterized by a dramatic change in visual information. 81

MOVEMENT

VISUAL CUES

Rudolf Arnheim suggests that the direction of visual forces in a picture is determined by 3 factors: 1. The attraction exerted from the visual weight of the surrounding elements. 2. The shape of the objects along their axes 3. The visual direction and action of the subject.

Visual Cues optimize the viewing experience by providing a shortcut to relevant information, rendering the need for a visual search unnecessary. They also improve a person’s recall of information.

THE IMPORTANCE OF INFORMATION DESIGN - Complex ideas must be communicated with clarity, precision, efficiency and aesthetic. - Information design is “Sense-Making” - The structure through which visual disciplines are expressed are supported by designed information. - The defining, planning and shaping of the contents of a message and the environments it is presented in with the intention of achieving particular objectives in relation to the needs of users. - How we interact with and represent information is essential to the goals of the user and the creator.

VISUAL MOODBOARDS

These moodboards, along with the case studies served as inspiration to start off my visual language. Along with the logo, it was important for me to come up with a colour palette and typography set suitable for the characteristics of Air Nava.

COLOURS AND TYPOGRAPHY COLOUR INSPIRATION

Inspired by a series of imagery and artpieces, I came up with various sets of colours and typography before finalizing the colour palette.

OPTION 1

OPTION 2

OPTION 3

OPTION 4

OPTION 5

SHORTLISTED COLOUR PALETTE

FINAL COLOUR PALETTE

FINAL TYPOGRAPHY

THE LOGO The logo of this brand went through the most turbulent and extensive processes. From various faces to various colours to different interpretations of the audience. It underwent transformations, face lifts, exile, reformation and what not. I started off with looking at the various characteristics of the company. I started to question: - What does Nava mean? - What do I visualize for Nava? - What visual connections can I draw for the target audience? - What kind of identity should it have? - What do people connect with?

LOGOS THAT INSPIRED ME

STUDYING LOGOS IN THE INDUSTRY

MIND-MAPPING The qualities and characteristics of Air Nava previously defined formed a basis for my visualization of the brand and it’s identity. I began mapping the word “Nava” in terms of what it means / could mean. I connected it to various attributes and tone of voice of the brand and mapped those attributes further into symbols and objects that people could connect with. I tried to explore with subtle, bizarre as well as obvious connections. Shown on the following page is my map of words that grew from the brand name “Nava”.

INITIAL SKETCHES

INITIAL DIGITAL ITERATIONS

AIR

NAVA

AIR NAVA

MORE DIGITAL ITERATIONS In order to start fleshing out the brand, I started to move to a level up of logos. Doing an extensive batch of logos was exhausting but also efficient and exhaustive.

100

101

FINAL OPTIONS FOR THE LOGO

OPTION 1 Concept Note Air Nava stands for it’s dynamism and continuity while flying experienced through quick and seamless travel. This symbol denotes the mobility in the passenger and his journey through it’s immersive characteristics and dimension. CONTINUITY & MOBILITY

Result

102

FIBONACCI CIRCLES

Typography Options

Logo Option 1

For the various combination plans offered by Air Nava, the logos could change dynamically as shown below in a few select collaterals, retaining the main identity shown above. HOLIDAY

EDUCATION

BUSINESS

103

OPTION 2 Concept Note We aim to serve vibrance and freshness as an experience to create exciting memories for our passengers. The modern lotus symbolises the new Indian and the Indian roots of Air Nava. The arrow depicts taking off or smooth motion through the skies. The arrow can also be perceived as emerging from a box. The lotus bud grabs the eyeâ&#x20AC;&#x2122;s attention depicting the fresh core of Air Nava. The lotus is styled to pronounce the modern and edgy nature of this brand. LOTUS SYMBOL

Result

104

FLIGHT OR MOTION

Typography Options

Logo Option 2

For the various combination plans offered by Air Nava, the logos could change dynamically as shown below in a few select collaterals, retaining the main identity shown above. HOLIDAY

EDUCATION

BUSINESS

105

THE LOTUS LOGO: After many opinions and reactions, the final pick was the lotus logo. I decided to stick with the form I had created, but it required a few tweaks in terms of colour, placement of the arrow and arrangement of the typography. I decided to explore many options.

106

WHY LOTUS? The lotus as a symbol connected to Air Nava smoothly. There are various cultures attached to the lotus, although it is the Indian National Flower. It is a sacred flower and occupies a unique position in the art and mythology of ancient India and has been an auspicious symbol of Indian culture. Although the lotus grows in mud, it emerges fresh and clean. The lotus autonomously grows in water, signifying independence. Air Nava stands for independence and encourages its customers and employees to be in control.

107

THE WINNER IS:

108

COLOUR

109

IDENTITY APPLICATION BUSINESS CARDS For the purpose of official identity for the companyâ&#x20AC;&#x2122;s employees, I explored various layouts for the business cards. I kept it a classic rectangle, as the logo is geometric and cutting cost for rectangular cards is cheaper than other shapes.

110

FINAL BUSINESS CARD

111

LETTERHEAD AND ENVELOPE For communications to and fro, I created a letterhead that goes into an envelope for official purposes.

112

FINAL LETTERHEAD & ENVELOPE

113

AIRLINE COLLATERALS THE BOARDING PASS The boarding pass serves as information to the airline passenger. It is essential that this information should be received instantly and without any frills on the passengers’ and employees’ ends. THE OLD DESIGN

CURRENT DESIGN & CONTENT

114

ESSENTIAL INFORMATION FOR THE PASSENGER

ESSENTIAL INFORMATION FOR THE EMPLOYEES

115

THE JOURNEY OF A BOARDING PASS

PROBLEMS IDENTIFIED NEED TO CIRCLE INFORMATION The airline staff at the check-in counter, in order to simplify the information conveyed to the traveller must circle information on the boarding card. This wastes time and lengthens the check-in process for the customer.

INFORMATION CLUTTER The passenger has to browse through a clutter of information in order to find out what to do next in his journey amongst the airport crowds.

STAMP AT SECURITY The officials at the security stamp the boarding pass cluttering the information on the boarding pass even more.

HANDLING FOR THE PASSENGER The boarding pass is a crucial tangible document that must be carried from the check-in kiosk, past the security (where all the other luggage goes through the scanner), onto the plane, until landing. The travellers often don’t have a place to fit in, hence risking it’s loss. 116

EXPLORING FORMS AND INFORMATION HIERARCHY

117

ITERATIONS OF THE BOARDING PASS The airline staff at the check-in counter has a limited number of minutes to print the boarding pass. Essentially, a template for the boarding pass is printed in offset (the coloured parts) and the changing information for each passenger is printed by a thermal printer (this is usually black text), as it is quick and cost-effective. A larger

118

surface area to be printed would take the thermal printer much longer, hence causing a delay for the passenger. Hence I decided to keep the information small, but itâ&#x20AC;&#x2122;s hierarchy structured in a clean, accesible manner.

FINAL BOARDING PASS

119

CABIN TAGS A bag tag is usually cluttered with the stamp and the brand on one side, and usually an unappealing advertisement on the other side. I tried to experiment with different shapes for the cabin tags, but was afraid it would cost a lot more than a regular rectangle. After few conversations with the client I generated the following insights:

INSIGHTS GENERATED: - There is large opportunity space for brand recall value on the cabin tags, since other passengers at the airport can view your brand on Nava flyersâ&#x20AC;&#x2122; bags. - Most people leave their cabin tags onto their bags for a few days before they tear it off, this is another reason it can publicize your brand and generate curiosity (since Air Nava is a new airline in the market). - It can be turned into a revenue model with the ad at the back, or it can be used to provide some information or delight to the passenger, so that they would want to retain it after their journey too.

INITIAL ITERATIONS

120

121

FINAL DESIGN

AIR N AVA

3”

3.6”

2.8”

3.8” 122

123

BAG STICKERS The fragile and priority stickers are for the baggage handling crew to be informed of the nature of the baggage but a passenger receives his bags back from the conveyor belt with these stickers on it. INITIAL ITERATIONS

The basic sticker with the information usually allows you to check your name while picking your bag up at the conveyor belt after your flight. It usually is very hard to locate in a hurry. However, in order to print the sticker quickly, a simply black and white format is used.

124

After the iteration above, I put all the collaterals together, and due to the colourful nature of these stickers, they weren’t looking like a part of the entire brand. In order to tie it together better, I tweaked it further.

FINAL DESIGN

5”

5.6”

125

SAFETY INFORMATION People seem to ignore the safety demos by the flight attendant, if it isnâ&#x20AC;&#x2122;t in their line of sight. This makes it essential for the passenger to have the instructions available in print to refer to. ANALYSING DIFFERENT AIRLINE CARDS

INSIGHTS GENERATED: - The instructions for airline safety are usually overseen and ignored. - As a frequent flyer, one might have seen these instructions often and take the essential information it gives out for granted. - The information design on the card lacks hierarchy and lacks to connect with the passenger. It often seems too instructive. 126

CHARACTER EXPLORATIONS:

INSTRUCTO ART:

127

STRUCTURING THE INFORMATION

128

FINAL DESIGN - PAGE 1

129

PAGE 2

130

PAGE 3

131

PAGE 4 As Air Nava is trying to make itself more approachable for a larger Indian audience, we have provided the multilingual safety card feature on the inflight infotainment, in a digital version.

132

133

FRESH RECALL VALUE NAVAZINE Keeping in mind, the values of the brand (of staying constantly updated and dynamic) and the delight of the customer, I created an airline zine that provides infotainment in a print format. I decided to keep it a short read, because passengers usually flick through the magazine and tend to spend less time on it, especially if it’s a thick intimidating read.

CONTENTS OF THE ZINE: Promoting the brand Air Nava and it’s offers Travel Diaries (Travel Articles for the customer) Movie Reviews

SPECIFICATIONS:

11.5 “

8.5 “ 134

EXPERIMENTING WITH LAYOUTS

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FINAL ZINE

Navazine IN D IA’ S F RE SH E ST IN FL IG H T ZIN E

TRAVEL DIARIES Beautiful Holiday Destinations for an exciting summer 2015!

YOUR COMPLIMENTARY COPY

AIR NAVA

F RE S H O F F E RS , GIV E AWAYS AN D M O RE !

CHECKOUT YOUR FRESH INFLIGHT OPTIONS NOW!

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DEC 2014

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CITY GUIDES In order to keep things new and updated, I decided to create guides for different cities that could be updated every 2 weeks. These guides introduce the traveller to the local walk and talk, ways to get around in the city, eateries, sights to see, etc. This could be very helpful for someone who has never visited that city before, and it could give a fresh perspective to those who have.

Initially I was working around a horizontal booklet as a format. It wasnâ&#x20AC;&#x2122;t proving cost effective and wasted a lot of paper. Therefore, i decided to go with a two-sided fold out that could be read as a book too. This can be a revenue model, as a the back of the sheet serves as an advertisement space. 138

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AIRPORT MAPS

Through my survey I found that: - Various people are lost despite the signage at the airport. - When passengers have a lot of time to spend a a large airport, they spend half the time looking for places to eat and shop rather than eating and shopping. - It is inconvenient and time consuming to look for someone to help you out with wayfinding and help to locate your gate, etc. - Stagnant maps in malls are used by many individuals to explore, find their way or just to be informed about their options.

STUDYING AIRPORT LAYOUTS - Bengaluru Airport - Ground Floor Map

A WORK IN PROGRESS Using these insights, I am in the process of creating a map for the airport that helps people locate their way around or gives them ideas as to where they could spend their time. Initially I had planned for it to be put up at various checkpoints at the airport, but after I spoke to the client, he said that these could be problematic as 140

the airport may not allow an airline to do so even if it is for the benefit of the people. I am in the process of working out how else these maps could be given to the flyer.

Bengaluru Airport - First Floor Map

ITERATIONS IN PROGRESS

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PREPARE FOR LANDING The specifications of the materials, costing and lifespan of each collateral has been dwelved into, in this chapter.

THE RESPONDERS

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In order for a design to be successful, it should communicate the right message, in this case it should communicate the essence of the brand and the information essential to the passenger. I got varying feedback from different age groups on my collaterals for the brand that I had put out during our exhibitions.

“I’m not sure if the character on the safety card looks Indian enough.” “This airline brand is lovely! As a passenger and as someone who has worked in the airline industry, I connect with it instantly.” “When I saw this, I got ‘Fresh Indian’ instantly.” “This logo could be mistaken for a spa.” “Can I have a sticker?” “The way the lotus is styled reminds me of paper planes I used to play with as a kid.”

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Feedback received from Mr. Narendra, the head of the team at Tata Elixsi

PROJECT: AIR SHARE

DESIGNER: Akanksha

DESIGN CONTEXT SCOPE

Inquiry of Design IntervenKon Areas

CONCEPT/s & DEVELOPMENT

ExploraKon and creaKve approach towards opportunity presented

Proposed Design SoluKon

Very expandable and ﬂexibl

CRITIQUE Avenues to explore / improvise OR PotenKal to scale up

MEASURE OF SATISFACTION

The ‘brand’ was only applied

The responsiveness of design vis-‐à-‐vis client brief

OVERALL FEEDBACK: There was a LOT of work done. There was a LOT of thinking that w we would not have asked for or expected any more… . Maybe a bit of innovaKon… thin very ‘safe’

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DATE : 25.11.2014 REVIEW COMMENTS Excellent

Excellent

le design soluKon that lends itself to various usages and grows over Kme. The choice of colours was very mature and fresh

through colours and graphics. I would have liked to see the brand thinking lead to new products or services.

The soluKon was apt and saKsfying.

was evident. The results were beauKful and professional. It felt ‘complete’ and ngs that have not been done before would have been the icing.. the soluKon is

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Project AirShare

PLACING IT OUT OF CONTEXT I used my test prints as bait and presented to various age groups around my appartment complex. Since this was placed out of context, they interacted with the collaterals in a different manner as compared to passengers on an airline. A few of the responses I got were as follows: “It’s very pretty, I like the lotus.” “I usually don’t read the safety card, but this one has new things to offer. I am very attracted to the “PICK ME” in the beginning.” “I feel that the magazine has too little. There’s too much stuff about the brand, can you put more travel articles? Maybe some recipes or culture articles will be interesting to read.” “This boarding pass is unusual, I usually struggle to my gate and seat number.” “ I feel that the entire package is too informal. I need to be able to take it more seriously. I’m not used to this.” “I am usually scared of air travel. If this was one of the first flights I took, maybe I would be less scared, I’m not so sure.”

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IN PROGRESS In order to take the feedback further, I plan to take my designs to the airports and ask people to respond to it. I have also collected some magazines and safety cards from other airline. One of the social experiments would be to place them in an airport space next to each other. This would help me get feedback from someone who is the state of mind of air travel currently. I feel that I could gain certain insights from this experiment. I also want to use the bagtags and stickers and ask someone to walk through the airport with it, in order to identify whether itâ&#x20AC;&#x2122;s noticeable as a new brand or not.

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MATERIALS & COSTING

CABIN TAGS

Rs 2.5 per piece (Rs 40 per sheet) 200 GSM NE Ivory Minimum paper wastage: 16 per sheet This will be turned into a revenue model with ad space at the back

BOARDING PASS

Rs. 1.8 per piece (offset printing) + thermal ribbon cost 145 GSM glossy Minimum paper wastage: 12 per sheet

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MAGAZINE

Rs. 15 per piece (offset printing) 80 GSM glossy + cover 130 GSM Matt Updates: Monthly

FOOD MENU

Rs. 15 per sheet (3 per sheet) 280 GSM + Matt Lamination Updates: Every 2 Weeks

SAFETY CARD

Rs. 30 per piece (digital printing) 280 GSM Matt + Matt Lamination Updates: as per requirement

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THANK YOU FOR CHOOSING AIR NAVA

In this section, you will find the final design for the brand identity and collaterals for Air Nava. A gist of the brand manual has been provided for your reference.

AIR NAVA

KEEPING THE FAMILIAR FRESH A snippet of my printed collaterals and identity applications that I created for Air Nava.

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PRINT As all types of print design, this one too required tons of test prints and paper wastage before I could get close to the final. 155

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BRAND GUIDELINES A snippet of the otherwise extensive brand guidelines for Air Nava has been provided for your reference.

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A LITTLE EXTRA

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Shown here is a visual representation of my journey through the ups, downs, failures and successes of my project. It is a journey leading me to the lotus, the symbol for Air Nava, that eventually lead me to create the collaterals. 167

Shown above is an invite I created for one of our seminar / exhibitions. The print version (left) folds into a paper plane with the details of the exhibit inside, while the emailer version (right) is one dimensional. 168

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ACKNOWLEDGEMENTS When I first entered the room of “Air Share” I was as clueless as anybody else there. Under the leadership of Vijay and Sonalee, we grew collectively and individually. Despite the hate for continuous class presentations, running each morning so we could reach before 9:30 IST (thank you Vijay for making ‘being late’ a cardinal sin). We not only learnt new tools and ways to think, but we learnt to work collectively. In the first few days when we were asked to talk to an audience (our peers) merely as big as 18, we would fumble and lack confidence while presenting ideas. The teaching methods and techniques we were exposed to prepared us slowly and effectively for the big, real world stuff. All the credit for my confidence rise could go to the last six months alone, because as time flew by, we grew more and more sure of ourselves. At various points, frustration and defeat would come close, but thanks to my facilitatos, friends and family I kept going. This project has been a turbulent flight filled with inspiration, absorption, creativity, SO many postits, all-nighters and has left me with something to end my college experience with a sweet taste.

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THANK YOU Vijay for the mentoring, tolerance, guidance, inspiration and motivation Sonalee for the guidance, cool ideas and constant checks on my grids! Tata Elixsi for the opportunity and feedback My family for the tolerance, love and support Vivan, Janvi, Bhavani, Madhav, Aakash, Sunny & Chacko for helping me keep it together and helping me with your mad skills Kumkum & Manasee For helping cross over to clarity when I was stuck

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BIBLIOGRAPHY BOOKS (i) Brand Thinking – Debbie Millman (ii) Big Brand Theory – Ginko Press (iii) Six Thinking Hats – Edward DeBono (iv) Simplicity – Edward DeBono (v) Packaging Design Workbook (vi) The Logo Design Handbook (v) Maps of the World - Gestalten WEBLINKS http://businesstoday.intoday.in/story/indigo-operations-in-pictures/1/185133.html http://www.airbus.com/presscentre/pressroom/high-res-photos/ http://www.theguardian.com/travel/2012/mar/01/10-best-street-food-mumbai-india http://www.delta.com/content/dam/delta-www/pdfs/policy/delta-rules-of-the-road.pdf http://www.yankodesign.com/2008/04/29/timezones-and-ticketime/ http://issuu.com/msegura/docs/delta_employee_handbook_ http://www.thedieline.com/ http://www.baubauhaus.com/ http://designspiration.net/ http://www.boredpanda.com/color-thesaurus-char-ingrid-sundberg/ http://visage.co/branding-with-visualization/ http://thisisservicedesignthinking.com/

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AFTERTHOUGHT

From not knowing what Graphic Design is to becoming an obsessive typography student, Design school has given and shaped my passion from the beginning. The journey of this course may have been a shaky one, but it was unforgettable. Much like our values of Air Nava, this journey has created refreshing memories. I learnt how to work with people, work for people and to empathize with people alongside creating designs for them. I do hope that in my course of this design career I continue to discover, follow and be obsessed with newer things by the day. My awe for transparent design remains and I will continue to seek more inspiration from others (and ofcourse, the internet everyday). I do feel that given more time I wouldâ&#x20AC;&#x2122;ve liked to try new disciplines as well. As of now, I am thrilled as well as saddened that my journey in Srishti ends, but with a delightful and memorable finale.

This book was designed as part of the Undergraduate Professional Diploma Program for the academic year 2014-2015 under the project AirShare.

Copyright ÂŠ Srishti School of Art, Design and Technology 2014 All rights reserved. No part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of Srishti School of Art, Design and Technology.