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TABLE OF Contents CHAPTER
08 — 13
CHAPTER 1. INTRODUCTION Brand Description Brand History Brand Timeline
16 — 21
CHAPTER 2. Brand vision Brand Mission Brand Keywords
24 — 27
CHAPTER 3. brand visualization The Current Brand The Future Brand
30 — 47
CHAPTER 4. Audience profiles Target Audience
59 — 67
CHAPTER 5. Competitors Current Competitors Adjacent Competitors Aspirational Competitors
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CHAPTER 1 CHAPTER
INTRODUCTION
Brand Description Brand History Brand Timeline
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CHAPTER 1
Brand Description
Introduction
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TWA's role is bringing people around the world. Flying has been regarded for a long time as a dream for people, and people could not realize that the dream was going to come true. TWA had a major impact on people's dreams of flying. It is always exciting when dreams come into reality. TWA has strived to expand into new areas and be on the frontier of the industry with a good reputation. Our brand attempted the service and tried to develop new ways, using the “brand new flight� tag. TWA opened the airline routes for the first time and started cabin service for passenger comfort that other airlines did not offer. TWA demonstrates the development and adoption of new systems. Our brand story begins with the founder Howard Hughes. He was a legendary person who led TWA with full of ambitions. He was an aviator, visionary, and an fearlessly experimental person. With his pioneer spirit, our dream is becoming reality. TWA is consistently establishing our innovative brand. Our attempts are endless. TWA is always dreaming a new world.
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CHAPTER 1
Brand history
Introduction
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The history of TWA is also the history of American business itself in the 20th century of expansion and innovation in business and service. TWA emerged as a leading carrier, inaugurating transatlantic service when a Constellation flew from New York to Paris. Service to Rome, Athens, Cairo, Lisbon and Madrid began soon afterward, as did the first regularly scheduled overseas air cargo service. Having established a global name for itself with its “Sky Chief” sleeper flights. TWA was the first nonstop eastbound scheduled transcontinental service with Super Constellations from Los Angeles to New York. In 1930, it launched one of the first scheduled coast to coast passenger airline flights. It was among the first airlines to fly four–engine planes with pressurized cabins that could soar high above bad weather. TWA was also the first to have an all–jet fleet. The airline’s image as a trendy transportation company was burnished by the Trans World Flight Center at John F. Kennedy International Airport, which opened in 1962. The landmark terminal, designed by architect Eero Saarinen, features shells of poured concrete that evoke wings. At that time many airports resemble rectangular warehouses Its form was inseparable from the thrill of transatlantic air travel. For a generation of international travelers, it was a memorable first impression of America. TWA attempted a new change and wanted the terminal to capture the futuristic area, containing the meaning “spirit of the flight”.
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1925
1930
1927
1940
1939
1967
1944
1953
1925
1927
1930
WAE (Western Air Expres) is incorporated. WAE would merge with Transcontinental Air Transport to form TW&A.
Standard Air Lines began operations as Arizona’s first interstate and intrastate scheduled air carrier with first round trip scheduled passenger air service between Los Angeles– Phoenix–Tucson with president Jack Frye as first pilot.
The TWA is born when TAT and WAE merge to form, which was known as T&WA October 25, 1930. T&WA inaugurates coast to coast all air service. The cross country journey takes 36 hours, including an overnight stop in Kansas City.
1939
1940
1944
Howard Hughes acquires control of T&WA. Although never holding an official position with the airline, he will own and control TWA for the next 25 years.
Boeing 307 Stratoliner service is inaugurated by T&WA providing coast to coast travel in 13 hours, 40 minutes. The Stratoliner is the first pressurized, all weather commercial airliner.
Howard Hughes and T&WA President Jack Frye pilot a new Lock heed 049 Constellation from Burbank, California to Washington, DC, in 6 hours 57 minutes, setting a new cross country speed record.
1953
1967
1967
TWA begins the first nonstop eastbound scheduled transcontinental service with Super Constellations. The flight from Los Angeles to New York took 8 hours.
TWA inaugurates the fully automated, Doppler radar system of navigation on scheduled transatlantic flights. The New York to London flight was the first transatlantic flight ever operated without a professional navigator aboard.
TWA becomes the first U.S. airline compnay to go all–jet (jet engines propulsion).
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1972
1992
1995
1998 1999
today 1985
1993
1996
2001
1972
1985
1992
TWA inaugurates Lockheed 1011 service. The first flight, operating from St. Louis to Los Angeles, is flown on autopilot from takeoff to landing.
TWA launches its first transatlantic service with the Boeing 767 wide body, the industry’s first ETOPS service. (Extended range twin engine operations)
TWA opens the Constellation Club in its John F. Kennedy International Airport terminal as a luxury lounge for full fare Ambassador and First Class Transatlantic passengers.
1993
1995
1996
TWA receives the 1994 J.D. Power & Associates award as the #1 U.S. airline for customer satisfaction on long flights.
TWA files for 11th bankruptcy protection and successfully completes a second financial reorganization within two months.
TWA opens a new state of the art reservations center in Norfolk, Virginia. The facility utilizes object based PC reservations format for computer systems.
1998
1999
2001
TWA introduces Trans World First, its new domestic first class service, featuring a 60% expansion of the number of first class seats in the narrow body fleet.
TWA records its 50th day of 100 percent completion of schedule for 1999, far above previous annual records set in 1997 and 1998 for two consecutive years.
TWA files for 11th bankruptcy protection for a third time and agrees to sell most of its assets to American Airlines. The sale, which is subject to approval by the bankruptcy court, brings an end to the financially troubled TWA, whose roots can be traced back 75 years.
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CHAPTER 2
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BRANd vision
Brand Mission Brand Keywords New Statement
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brand mission
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Transcend boundaries, innovate and exceed limits. To accelerate the transformation of imagination into reality, we explore advanced technology and revolutionary science with progressive experimentalism.
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brand vision
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Our brand believes that having a future–oriented attitude contains unlimited potential and it is enormous power. We provide advanced services that enable experience had never with new high technologies in various fields.
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“DO THE IMPOSSIBLE, BECAUSE ALMOST EVERYONE HAS TOLD ME MY IDEAS ARE MERELY FANTASIES." — Howard Hughes
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keyword 01
brand vision
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Pioneer TWA has evolved new technologies and services faster than other brands. Having advanced systems ahead of their time is a great strength, and there are chances to expand into other realms, following radical changes in technology.
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keyword 02
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Unlimited Beyond expected limits, we are moving toward the future with various perspectives. TWA has unlimited potential as a future–oriented brand. Our possibilities are wide–open, and continuous development based on the spirit of TWA gives progressive results.
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keyword 03
brand vision
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Brave The TWA has achieved many records in the aviation industry, and this will continue. The reason why TWA has a high reputation and great record is that they confront challenges with an experimental spirit and enterprising attitude. There is no fear to try new things. Confidence and courage will drive our motivation for the future.
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CHAPTER 3
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BRAND visualization
The Current Brand The Future Brand
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the current brand
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The economy and technology have changed quickly since the Second World War. The rapid evolution of transportation has been a striking achievement. It affects other fields as well. The consequences of enormous technological accomplishment in the 1900s has created incomparable social situations that we never imagined before. In a modern life, people live conveniently. Now, it's time to move forward to the next stage. We need to attempt predicting the future and preparing for it. TWA has a vintage reputation. We have an opportunity to bring them into the future.
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CHAPTER 3
the future brand
Brand visualization
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Getting into the new world is not only for our generation but also for posterity. The new stage of technological development could create a positive outcome. Moving forward to the next generation. We can make a better life. Furthermore, this continuing progress surely can open the door for our descendant, which is an upgraded world. This process has tremendous potential. Creating incredibly innovative methods and exploring a new territory are no easy task. New technologies, clever science, and smart solutions can solve the social problems and environmental issues. Our existing technologies could become further diversified. From now on, we need to think about the future from multiple angles and look for new ways.
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CHAPTER 4
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Audience profiles
Target Audiences
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CHAPTER 4
target audiences
audience profiles
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Identify traits of people who are linked to the brand and explore the range of our potential audience. Personas represent actual customers, taking into account who they are, what they are trying to accomplish, and their interests and goals. Personas also provide tremendous structure and insights for the brand.
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CHAPTER 4
PRODUCT DEVELOPER
audience profiles
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Vihaan Mattu Senior Software Engineer Indian 36 years old Lives in San Francisco
1. He currently works as a software engineer at a motorcycle company. Recently, He has developed a mobile map application. 2. He has high interest in software engineering. He thinks it has infinite potentialities. He wonders about how it will evolve in the future. 3. He believes that there is a connection between technology and our life. He thinks that those two are strongly associated, but the new means of connection might come up in the future. 4. He loves to do productive new things, so he is always looking for them in his daily life. He is exited to do new activities that he never did before. 5. He can not have many holidays because of a lot of work. He wants to reduce flight time and relax more in his travels. 6. He likes high speed vehicles. He subscribes to the monthly vehicle magazines. He wants to try new forms of vehicles in the future. 7. He likes to develop his skills and ability more in his field. He is good at learning a new field quickly.
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CHAPTER 4
PASSIONATE CEO
audience profiles
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Brian Wilson Tech Company CEO American 39 years old Lives in San Francisco
1. He considers new areas related to present company system to expand his business. 2. He thinks of new business to survive in rapid change. Competition among technology companies is fierce. He wants to go beyond the trend and change quickly. 3. He frequently goes on business trips to other countries for meetings with other companies or participates in technology conferences or workshops. 4. He participates monthly in the San Francisco tech community to exchange information and get ideas with others for the future business. 5. He enjoys reading books or articles about the future industry. He always thinks about the popular business items. 6. He is rarely afraid of trying new experiences or challenges. He has a strong experimental spirit. 7. He likes to use the newly released high–tech machines.
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CHAPTER 4
FUTURE BIOLOGIST
audience profiles
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Lucy Chen Biology Student at University of Illinois Chinese American 22 years old Lives in Illinois
1. She has had big interested in biology field since she was in high school. 2. She is also interested in the big innovation that future society will be by combining biology and humanity, so she also studies sociology as a minor. 3. She insists that the medical field is indispensable for humans and thinks that it should be continuously developed as necessary. 4. She is an outgoing and progressive person. She is a club leader discussing future industrial development research. 5. She is preparing a summer internship in a biological laboratory. She applied for positions for investigating antibiotic studies. 6. She sometimes wonders what food she will eat in the future. She presumes that she will probably eat something different than what we are eating now. 7. She predicts the future and is interested in new areas, so she usually uses community websites to share information.
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CHAPTER 4
EXTREME ADVENTURER
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Ollie Johnson Videographer British 38 years old Lives in Denver
1. He loves adventure and can not stop. He is not afraid of new challenges because the pleasure of pioneering before others is so great. 2. He explores world famous natural sites, so he often takes a flight worldwide. 3. He thinks technology is very important. He usually relies on machines. 4. He dreamed of space travel when he was a child. He thinks that dream will soon be possible as radical scientific progress is made. 5. As he travels around the world, he develops his spirit of challenge and independence. 6. He loves nature, so he is also interested in natural resources and environmental issues. 7. He regularly changes his gear for the nature adventure. Regular inspections and proper equipment are essential to keep the adventure safe.
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PROFESSIONAL EDUCATOR
audience profiles
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Chelsea Jones Educational Content Developer Canadian 27 years old Lives in Seattle
1. She has had many careers in education and she has particular enthusiasm for astronomy. She believes that space travel will come in reality. 2. She thinks that children need to start to learn early for the science to ready to future and be familiar with become common for every people. 3. She insists that children’s science education definitely helps to establish broad perspective and various standpoints. 4. She likes to explore new content and excited to deal with potential fields such as brain neurons and human. 5. She is an active and energetic person. She enjoys high–speed workouts such as racing bicycles. 6. She orders educational supplies and machines every new semester. She thinks that machines are becoming more diverse as time goes by. 7. She says that the young generation is our future, so children should have a variety of experiences from when they were young.
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CHAPTER 4
Gadget collector
audience profiles
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Jeremy Park Junior Marketer at Advertising Company Korean American 30 years old Lives in Portland
1. He often takes a flight on business trips to meet his clients. Last month, he went to Cannes, France to participate in the international festival of creativity. 2. He rarely throws away his old mobile. He likes to collect old machines. He sometimes disassembles machines and takes a look at what is inside. 3. He is passionate about the form and function of future machines. He enjoys optimizing existing machines while adding new features. 4. He notes his innovative idea for machine design from time to time. 5. He is also interested in astronomy. He has liked the starry night view from since he was childhood, and he travels on holiday to see stars in nature with telescopes. 6. He prefers a more human environment. He can not stand alone or in a very quiet atmosphere. He is more focused in a complex atmosphere. He also enjoys extreme sports. 7. He commutes every day by riding a bike. Sometimes he goes to the office without a bicycle. He does this because he doesn’t have time to exercise separately.
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Experimental Artist
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Jean Dumas Photographer French 31 years old Lives in New York
1. He is professional photographer based in New York. He was born in France, but he moved to New York three years ago for his career. 2. His family lives in France now. He misses his family and hometown, so he goes back home at least once per a year in the holiday season. 3. He prefers unexpected and unique places for his shooting because it allows him to create awesome photography by chance. 4. He is very enthusiastic about challenges. He likes adventure and he thinks ordinary is boring. 5. He likes to walk alone at on hollow streets and enjoy the loneliness. He is a really emotional and sensitive person. 6. He brings his mobile all the time and checks it frequently. He also carries his camera and portable hard drive everywhere. 7. He is sensitive to trends. His habits are reading magazines and books and listening to music.
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Creative mom
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Katherine Clark Freelance Illustrator American 40 years old Lives in Los Angeles
1. She works from home as freelance Illustrator. She is busy doing housework and caring for her children in the daytime. 2. Recently she has been working on an illustration for a future science magazine. 3. She usually creates her illustration works at night after finishing the house work, so she sleeps late and gets up early in the morning. Sometimes she wants to give up this job. 4. She has three children. Sometimes it is hard to care for a child while working, but she uses her own methods to relieve stress and recharge energy. She is independent and strong. 5. Her family likes sports and they enjoy hiking on sunny days. 6. She likes to research illustration on the website. Searching the internet is really useful in her busy life. 7. She would like to travel in Europe for a break. However, it’s is not easy to travel because of her tight budget.
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Competitors
Current Competitors Adjacent Competitors Aspirational Competitors
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CHAPTER 5
current competitors
competitors
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The competitors are the companies, which engage in the same industry providing airlines services from small domestic to international routes. They give the ability to transport long distances in only a fraction of the time it would take by other transportation. They also strive for the safety of passengers. TWA is considered a visionary company with superior competitiveness breaking records and providing better services in this intense competition.
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United Airlines
Pan Am
American Airlines
United Airlines operates a large domestic and international network, with an extensive presence in the Asia–Pacific region. United Airlines was honored with a stainability outstanding achievement award as a travel supplier by the Global Business Travel Association(GBTA) foundation .
Pan Am is credited for innovations that shaped the international airline industry, including the widespread use of jet aircraft, jumbo jets, and computerized reservation systems. It was also a founding member of the International Air Transport Association (IATA), the global airline industry association.
American Airlines coordinates fares, services, and scheduling with alliance partners British Airways, Iberia, and Finn air in the transatlantic market. American Airlines’ wastewater treatment plant recycles water used at the base to wash aircraft, process rinse water tanks, and irrigate landscape.
1926
1927
1926
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competitors
America West Airlines
Delta
Northwest Airlines
America West was one of the low cost carrier in the US and served approximately 100 destinations in the US, Canada, and Mexico. Service to Europe was provided through code share partners. America West flights were branded as U.S. Airwyas, along with most signage at airports and other printed material.
Delta is one of the major American airlines. Delta system is keeping developing for global passengers’ convenience. It plans to offer various cabin service options. Delta is continually upgrading their brand image through advertising. Delta has had great reputation since it founded.
Northwest was a major US airline its tag line was “Now you’re flying smart.” Northwest domestic airline network was mainly along with the northern transcontinental route, but it steadily attempted to expand route. It also began nonstop flights in Asia.
1981
1929
1926
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Hawaiian Airlines
Air Canada
British Airways
Hawaiian Airlines is the 10th largest commercial airline in the U.S. and is based in Honolulu, Hawaii. Hawaiian is the oldest U.S. carrier that has never had a fatal accident or a hull loss throughout its history, and frequently tops the on–time carrier list in the United States.
Air Canada offers is differentiated by creating new programs that do not come from other airlines. Air Canada offers vacation program, which is Canadian leisure travel packages including cruises, tours, car rentals and so on. The well planned vacation program is popular with customers.
British Airways is the largest airline based in the United Kingdom in terms of fleet size. It updates company motto and provides advanced services accordingly. It's a good idea to provide the right services for a variety of places properly.
1929
1937
1974
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competitors
Alaska Airlines
Lufthansa
Air France
Alaska Airlines believes that it is important to them that they achieve our objective as a socially responsible company that values not just performance, but also people, community, and our environment.
Lufthansa has had a great impact on the business industry and is still an influential airline in Germany. Lufthansa’s efforts reflected the development of a modern consumerism and advertising through the sale of air travel. It owns their services and owning subsidiary passenger airlines.
Air France is the national airline of France. Air France tried to exploit transatlantic opportunities to capture a major business between the EU and U.S. It had a lot of interest in international business as well as aviation services and has made many efforts to expand business through exchanges with other nations.
1932
1953
1933
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adjacent competitors
competitors
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Adjacent competitors do not offer the same services but have the same resources for similar goals. They provide equivalence services in the same context as TWA. People approach TWA as a progressive company that seeks change. The adjacent competitors are the companies, which aspire to move ahead in the industry.
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Amtrak
Union Pacific Railroad
BNSF Railway
Amtrak is railroad service for passengers that provides medium and long distance intercity service in the contiguous U.S. and to the Canadian cities. Amtrak has intermodal connections between Amtrak trains and other transportation are available at many stations. Most stations in downtown areas have connections to local public transport.
Union Pacific Railroad is one of America’s leading transportation companies. Union Pacific extended from the original American railway system to the Pacific Coast. It considers the connection between the rail transportation industry and the economic strength for the generations that will follow.
BNSF Railway is one of the largest freight railroad networks in North America. BNSF focuses on keeping the railroad moving forward, meeting customer's need and serving the communities. With a large system, it hauls many different commodities, most notably coal and grain.
1971
1862
1849
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competitors
Conrail
Shanghai Maglev Train
Nuovo Trasporto Viaggiatori
Conrail is an efficient and productive carrier with a strong sense of identity and a well defined corporate culture. Conrail’s corporate culture is expressed by management as the Four Es, which is education, energy, experience and enthusiasm. Conrail is extending railway human factors for employees.
Shanghai Maglev is currently the fastest train in the world. It tops the list with its maximum operational speed of 430km/h. It runs on the 30.5km Shanghai Maglev Line, which is the first commercially operated high–speed magnetic levitation line.
Nuovo Trasporto Viaggiatori (Italian: New Passenger Transport) is an Italian company which is Europe's first private open access operator of 300 km/h high–speed trains. The train complies with the European TSI interoperability standard, which includes safety, environmental protection and technical compatibility.
1973
2001
2011
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California High–Speed Rail
CSX Transportation
Cruise West
California High–Speed Rail connects the Union Station and Anaheim Regional Transportation Intermodal Center in Downtown Los Angeles with the San Francisco Transbay Transit Center. This route takes only 2 hours and 40 minutes. Future extensions will connect from San Diego County to Sacramento.
CSX Transportation is a U.S. Class I railroad serving major markets in the eastern United States with a rail network of 21,000 route miles in 23 states, the District of Columbia, and the Canadian provinces of Ontario and Quebec.
Cruise West line was the largest operator of U.S. flagged cruise vessels with nine currently operating. Cruise West takes a destination– focussed, “less is more” approach to adventure cruising. Its unique fleet of small ships is able to maneuver through waterways that larger ships cannot.
1996
1986
1973
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competitors
UnCruise Adventures
Holland America Line
Alaska Marine Highway
UnCruise Adventures aims to fulfill the passengers satisfaction with connection no matter how travel with companion, family, solo or in a group. UnCruise Adventures believes that uncover hidden treasures and learn while having fun, then change the way what people see the world.
Holland America Line is an American /British owned cruise line, so it had various roles for transportation. It was a Dutch shipping and a cargo lines. When transportation was not developed and popularized Holland America Line was a versatile and important role.
Alsaka Marine Highway serves communities in Southeast Alaska that have no road access, and the vessels can transport people, freight, and vehicles. It is part of the national highway system and receives federal highway funding. It is also a means of transportation between the United States and contiguous Canada.
1996
1873
1949
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aspirational competitors
competitors
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The aspiring competitors are the brands that we will likely compete with after a successful brand change. Brand extension will expand into other fields using the company’s reputation and innovative achievements. Most of these companies are experimental, which could inspire imaginations in future generations.
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NASA
Masten Space Systems
Planetary Resources
NASA has been gave big efforts in US space exploration, including the Apollo Moon Landing Mission, the Skylab Space Station and the Space Shuttle. Currently overseeing the development of the space launch and new vehicles. NASA keep exploring and expanding their industry with various national and international organizations.
Masten Sapce Systems is an aerospace manufacturer company. It is unlocking the unexplored corners of the solar system and currently developing a line of reusable space craft, are related rocket propulsion hardware. Masten rapidly mature the technologies of the present into the space exploration capabilities of the future.
Planetary Resources is embarking on the world’s first commercial deep space exploration program. It is advised by space, technology, business, and policy experts, have partnerships with innovative companies, and is financially backed by recognized global visionaries.
1958
2004
2010
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competitors
SpaceX
Deep Space Industries
Blue Origin
SpaceX is a private American aerospace manufacturer and space transport services company. SpaceX is the first privately funded liquid propellant rocket to reach orbit and send a spacecraft to the international space station. It is also the first reuse of an orbital rocket and privately funded space agency to launch an object into solar orbit.
DSI is developing spacecraft technologies that are needed for asteroid mining, and is currently selling satellites that use these technologies. DSI is expecting to make in–space materials, extracted from asteroids, commercially available in the early 2020s, including space–based refueling, power, asteroid processing, and manufacturing.
Blue Origin initially focused on suborbital spaceflight, the company has built and flown a tested of space craft design at their facility, but it moved into the orbital spaceflight technology in 2014. It is advancing by moving its focus points to develop.
2002
2013
2000
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Orbital Sciences
Airbus
Tesla
Orbital Sciences Corporation develops and manufactures small and medium class rockets and space systems for commercial, military, and civil government customers. Orbital also provided satellite subsystems and space–related technical services to government agencies and laboratories.
Airbus is looking to develop autonomous aircraft and technologies that will allow a single pilot to operate commercial jetliners. It is racing to develop artificial intelligence that will one day enable computers to fly planes without human beings at the controls. Turning that idea into a practical reality won’t be easy in an industry.
Tesla builds not only all electric vehicles but also infinitely scalable clean energy generation and storage products. Tesla believes the faster the world stops relying on fossil fuels and moves towards a zero–emission future, the better.
1982
1970
2003
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competitors
Society for Neuroscience
National Science Foundation Biological Industries
SfN has grown to be the largest neuroscience society in the world. SfN advances the understanding of the brain and the nervous system. It provides professional development activities, information and educational resources to promote public and general education about science and neuroscience.
NSF is a US government agency that supports fundamental research and education in all the non–medical fields of science and engineering. In some fields, such as mathematics, computer science, economics, and the social sciences, the NSF is the major source of federal backing.
1969
1950
BI is a global leader company in cell culture media development and manufacturing, supports a thousand of researchers from various fields worldwide. BI’s customers range from scientists within academic, pharmaceutical, biotechnology, and government research industries to distributors, and custom research organizations.
1982
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Sources
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web research / Photography
www.twamuseum.com www.twaspirit.com www.history.com www.azquotes.com www.pexels.com www.avgeekery.com www.nasa.gov www.hhmi.org www.cnn.com www. clickamericana.com www.airspacemag.com www.thefamouspeople.com www.newworldencyclopedia.org
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Academy of Art University School of Graphic Design Spring 2018 GR 604: The Nature of Identity
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