MODULE ASSESSMENT BRIEF
LEEDS COLLEGE OF ART
Programme Title: BA (Hons) Graphic Design
Level: 6
Module Title: Extended Practice
Module Code: OUGD603
Brief Title: Airline: Style at 30,000 Feet Collab w/
Module Leaders: Amber Smith, Phil McDonald, Andy Lodge & Simon Harrison
Module Credits: 60
Context Flights “really were as glamorous as they looked,” said Thor Johnson, a former Pan Am vice president who worked for the airline during the golden age of commercial aviation, when talking discussing the 1950’s &1960’s. “We served those beautiful meals, and people dressed up when they got on the plane. There were dress codes, but people would have dressed well even without rules”.
Unless you’re able to splurge for first class — or you own a private jet — travel is now anything but glamorous. http://www.bostonglobe.com/lifestyle/ travel/2014/09/06/what-happened-glamour-airtravel/D2tH33b60WzmIkKPmUQMBP/story.html
Brief Brand an airline that brings back the class and sophistication exuded by airline companies of the 1950’s & 1960’s. The airline should encourage people to treat air travel as a form of luxury, and something to be dressed up for.
Suggested Research
Tone of Voice / Target Audience
Pan Am brand guidelines.
Bespoke, sophisticated.
Strategies and concepts taken by existing airlines in comparison to the past.
Middle class travellers. The brand should encourage class as oppose to excluding customers.
Deliverables / Mandatory Requirements
Reading List
Printed brand collateral.
Lufthansa + Graphic Design - Jens Muller
Web and app mockups.
Airline: Style at 30,000 Feet - Keith Lovegrove
Mocked up imagery for collateral that cannot be printed. Minimum of 3 A3 design boards. Portfolio standard photography outcome. Briefing Date: Project Duration: 3 weeks
Deadline Date: -