Xhulio Kola
T W A // V i s u a l S t r a t e g y G u i d e
Xhulio Kola // Spring 2021
Nature of Identity // Visual Strategy Guide
Page / 3
C h a p t e r 0 1 // 0 2 // 0 3 — B r a n d I n t r o d u c t i o n
Page / 4
Xhulio Kola
T W A // V i s u a l S t r a t e g y G u i d e
Page / 5
C h a p t e r 0 1 // 0 2 // 0 3 — B r a n d I n t r o d u c t i o n
Contents
01
Brand Introduction
02
08 // History
19 // Personas 1
09 // Brand Soul
20 // Personas 2-3
10 // Timeline
22 // Personas 4-5
12 // Where we were
24 // Personas 6-7
13 // Our Future
26 // Personas 8
14 // New Vision 15 // New Mission Statement
Page / 6
Audience Profiles
Xhulio Kola
T W A // V i s u a l S t r a t e g y G u i d e
03 Brand Grid
30 // Past Direction 31 // Future Direction 32 // Competitors 38 // Brand Attributes
Page / 7
Introduction In this chapter, we introduce the history of TWA, timeline where they were, and our future. Then we Identify our rebranding goals and plan the brand’s development ways.
01
C h a p t e r 0 1 // 0 2 // 0 3 — B r a n d I n t r o d u c t i o n
History Trans World Airlines was one of the most recognizable and storied names in aviation throughout its 71-year history. A major American airline that operated from 1930 until 2001. It was formed as Transcontinental & Western Air to operate in a route from New York City to Los Angeles via St. Louis, Kansas City, and other stops, with Ford Trimotors. With American, United, and Eastern, it was one of the “Big Four” domestic airlines in the United States formed by the Spoils Conference of 1930. Howard Hughes acquired control of TWA in 1939, and after World War II, led the expansion of the airline to serve Europe, the Middle East, and Asia, making TWA a second unofficial flag carrier of the United States after Pan Am. Hughes gave up control in the 1960s, and the new management of TWA acquired Hilton International and Century 21 in an attempt to diversify the company’s business.
P a g e / 10
Xhulio Kola
T W A // V i s u a l S t r a t e g y G u i d e
Brand Soul
Go Fast, Look Good.
P a g e / 11
C h a p t e r 0 1 // 0 2 // 0 3 — B r a n d I n t r o d u c t i o n
Timeline July 13, 1925
September, 1950’s
Western Air Express (WAE) is incorporated. WAE would merge with Transcontinental Air Transport to form “TW&A”
T&WA’s corporate name is officially changed to Trans World Airlines, TWA.
December, 1933 The first and only Douglas DC-1 ever built, the first of the legendary line of Douglas Aircraft planes is delivered to T&WA.
October 1, 1930
October 19, 1953
The “TWA” brand is born when TAT and WAE merge to form Transcontinental and Western Air, Inc. which was known as T&WA October 25, 1930
TWA begins the first non-stop eastbound scheduled transcontinental service with Super Constellations. The flight from Los Angeles to New York took 8 hours.
T&WA inaugurates coast-to-coast all-air service. The cross-country journey takes 36 hours, including an overnight stop in Kansas City.
P a g e / 12
Xhulio Kola
T W A // V i s u a l S t r a t e g y G u i d e
April 6, 1967
September 24, 2022
The last TWA Constellations is retired from passenger service. TWA becomes the first U.S. airline to go all-jet.
Rebraning of TWA
February, 1998 TWA introduces TWQ, its new highfrequency business market service.
June 30, 1961
January 10, 2001
TWA files $115 million damage suit against Howard Hughes and the Hughes Tool Company, alleging violations of the Sherman Act and Clayton anti-monopoly acts.
TWA files for Chapter 11 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.
P a g e / 13
C h a p t e r 0 1 // 0 2 // 0 3 — B r a n d I n t r o d u c t i o n
Where we were TWA was a major American airline from 1930 – 2001, bringing glitz, glamour and adventure to flying. The company was involved with story telling and emotionally connecting consumers long before the Internet or social media. The financier and aviation pioneer Howard Hughes was the principal stockholder and guiding genius of TWA from 1939 until 1960–61. Few brands have tapped into the corporate identity and mid-century modern design movement quite as stylishly as TWA during the “Jet Age” of air travel in the ‘50s and ‘60s. TWA’s twin globe logo was designed by Raymond Loewy in 1959, adding abstracted gold globes to the corporate symbol that had been in use for some time. The airline’s initials in a windswept red typeface.
P a g e / 14
Xhulio Kola
T W A // V i s u a l S t r a t e g y G u i d e
Our future TWA future consits on the same passion for producing stylish and modern products by breaking records and pushing the boundaries of new possibilities, this time with the vision of moving forward as a multinational technology company, that develops, manufactures, creates, connects, supports, innovates and related services.
PPaaggee / / 15 15
C h a p t e r 0 1 // 0 2 // 0 3 — B r a n d I n t r o d u c t i o n
New Vision Our new vision can push the limits of speed, science, look and experience beyond by expanding the company vision towards future technology with a broad range of products, services and environments to create a brighter future.
Differentiator / USP From its humble beginnings as a mail carrier, the airline flourished under billionaire Howard Hughes. TWA, a big and powerful brand, received praise for its speed, energy, and striking appearance. TWA was always on the cutting edge, flying new aircraft to exotic international destinations. TWA, short for Trans World Airlines, was one of the most recognizable and storied names in aviation throughout its 71-year history.
Keywords Remarkable Impressive expression and prezence. Powerful Activity and high energy are represented. Visionary Moving confidently towards the future.
P a g e / 16
Xhulio Kola
T W A // V i s u a l S t r a t e g y G u i d e
New Mission
Pushing the limits of the new possibilities.
P a g e / 17
C h a p t e r 0 1 // 0 2 // 0 3 — A u d i e n c e P r o f i l e s
Audience Profiles The second part is to explore the brand audience and create eight audience members and identify their relevant characteristics.
P a g e / 18
02
C h a p t e r 0 1 // 0 2 // 0 3 — A u d i e n c e P r o f i l e s
Do the impossible, because almost everyone has told me my ideas are merely fantasies. — Howard Hughes
Page | / 2200
Xhulio Kola
T W A // V i s u a l S t r a t e g y G u i d e
Persona 1
The Tech Junkie Guy Mike Stewart // 29 // Software Engineer // San Francisco •
Mike reads a lot of science and psycholog y books because he thinks it can help to build his skills and he is always surprised of new things he learns that he didn’t know before.
•
Mike is a great engineer because he is always ambitious to learn more.
•
Mike wants to make a difference on people lives because he wants a better future for his family and friends.
•
Mike is ver y skillful in his field, he aspires to have his own company in the near future because this was his dream since he started.
•
Mike likes to visit big companies like Apple and Microsof t because he likes to see how they work and their innovations.
•
Mike loves speed because he says it makes him feel alive.
•
Mike is excited about innovations because he thinks ever y thing is moving forward so fast.
— Impressive — Fast — Futuristic Page / 21
C h a p t e r 0 1 // 0 2 // 0 3 — A u d i e n c e P r o f i l e s
Persona 2-3
The Coder Lucy Becker // 21 // Student ( IT ) // Boston •
Lucy enjoys her study field because she aspires to be an Information tech engineer soon.
•
Lucy gets involved in a lot of new tech conferences when she sees a good opportunity because she wants to deepen her knowledge and information about it.
•
Lucy watches a lot of tech documentaries because she is inspired by future tech devices.
•
Coding is her superpower because of that she aspires to be an app developer in the future.
•
Lucy has a good taste on fashion and always wants to look classy and impressive because that’s her style.
•
Lucy has a minimal studio, because she doesn’t like a lot of stuff around cuz it gets uncomfortable for her to work and concentrate.
•
Her favorite car is Nio EC6 because she likes modern and fast cars.
— Impressive — Fast — Futuristic Page / 2 2
Xhulio Kola
T W A // V i s u a l S t r a t e g y G u i d e
The EV Car Enthusiast Adarsh Mehta // 57 // Manufacturing Engineer // New York •
Adrash spends a lot of money on tech devices and cars because he is into it and he can afford it.
•
Adrash visited a lot of states because he likes to travel and see new things.
•
Adrash admires Bill Gates because he appreciates him for his simplicity and his mindset.
•
Adrash invests a lot of money in Tesla stocks, because Tesla is his favorite company.
•
Adrash likes speed, because he has a sense of adventure.
•
Adrash is selling his old phone to buy a new one that came up this year.
•
Adrash has a Tesla because he likes EV cars.
— Impressive — Fast — Futuristic Page / 2 3
C h a p t e r 0 1 // 0 2 // 0 3 — A u d i e n c e P r o f i l e s
Persona 4-5
Detail-oriented Sasha Williams // 25 // AI Data Analyst // Houston •
Sasha is ver y passionate about AI, she got a positive attitude about it, because she is always open to learn new things.
•
Sasha is always open to new experiences because she is ver y brave and has a grow th mindset.
•
She uses the new mac book pro because she says it has the best performance.
•
Sasha read books in her free time, because she wants to cut off her mind from work.
•
Her favorite quote is “details make the difference” because she is ver y organized kind of person.
•
Sasha has a ver y good annual income, because her job is well paid and she does the best for it.
•
Sasha likes rollercoasters, because she likes speed and adventure.
— Impressive — Fast — Futuristic Page / 24
Xhulio Kola
T W A // V i s u a l S t r a t e g y G u i d e
Computer Nerd Jacky Lee // 18 // Student (Computer Technician) // Philadelphia •
Jack y helps all of his friends about phone and other tech devices problems because he is really good with computers.
•
Jack y ’s friends call him computer nerd because of his relation with computers since he was a little kid.
•
Jack y likes beach and traveling, because he can escape a little bit from his tech world.
•
Jack y reads a lot of future tech books because it makes him more confident about his work and social skills.
•
Jack y likes action movies because he gets more involved and he has an adventurous soul.
•
Jack y drives fast, because he is impatient and likes high adrenaline.
•
Jack y likes to participate in sports because he wants to stay physically in good shape and spend a lot of energ y.
— Impressive — Fast — Futuristic Page / 25
C h a p t e r 0 1 // 0 2 // 0 3 — A u d i e n c e P r o f i l e s
Persona 6-7
Smiling Scientist Mary Brown // 32 // Research Scientist // San Diego •
Mar y is a hard-working scientist because she always aiming to explore new things.
•
Mar y is ver y inspiring kind of person, because she wants to create something and to be remembered as a person who changed the world for better.
•
Mar y reads a lot of books and her favorite ones are from the psycholog y categor y, because she is interested in exploring human behaviors.
•
Mar y is always smiling and rarely she gets angr y, because she always keeps a positive mindset.
•
Mar y loves to cook and prepare fancy plates, because she enjoys tasty and healthy food.
•
Mar y is highly active, because she plays tennis once a week, and goes to the g ym twice a week.
•
Mar y likes adventure, because she is really bored by staying quiet and doing nothing.
— Impressive — Fast — Futuristic Page / 26
Xhulio Kola
T W A // V i s u a l S t r a t e g y G u i d e
The Artist Paul Johnson // 40 // Photographer // Chicago •
Paul is an artistic type of person, because he enjoys photographing nature and being part of it.
•
Paul loves hiking because he feels part of the nature.
•
Paul is a self-taught photographer, and makes a good living, but he also invests a lot in stocks, where he made a good profit through years. His favorite company to invest in is Apple.
•
Paul likes basketball, because he used to play with his friends since he was a little kid.
•
Paul meditates ever yday because he says that it is one of the most important things to gather my energ y.
•
Sometimes he paints, he tries to turn his best landscape shots into paintings, because he is always experimenting with new passions.
•
Paul goes camping once in a month, because that makes him feel alive.
Not part of the target audience
— Impressive — Fast — Futuristic Page / 27
C h a p t e r 0 1 // 0 2 // 0 3 — A u d i e n c e P r o f i l e s
Persona 8
The Happy Soul Carla Miller // 45 // Marketing Specialist // Los Angeles •
Carla is a marketing specialist with 12 years of experience, she is happy with her job and because she continues with the same attitude from the first day.
•
Carla is a morning person and ver y socially active because she wants to make a change for better in peoples lives.
•
Carla is ver y socially active, because she spends a lot of time with her friends af ter work.
•
Carla doesn’t like much traveling because she gets sick from long roads.
•
Carla’s passion is music because she used to sing when she was younger.
•
Mental health is ver y important to her because she always tries to be positive and cut negative things out of her life.
•
Carla enjoys watching movie because it’s ver y relaxing to her.
Not part of the target audience
— Impressive — Fast — Futuristic Page / 28
Xhulio Kola
T W A // V i s u a l S t r a t e g y G u i d e
Passion will make you crazy, but is there any other way to live? — Howard Hughes
Page | 29
C h a p t e r 0 1 // 0 2 // 0 3 — B r a n d G r i d
The Brand Grid Like people, brands have personalities. Each brand can be described in a very distinct way. One tool to help visually describe the brand at a glance is the use of the Brand Grid. In this exercise, we will define both the current and “future (aspirational) state of your brand in the Brand Grid.
Page / 3 0
Xhulio Kola
T W A // V i s u a l S t r a t e g y G u i d e
03
Page / 31
C h a p t e r 0 1 // 0 2 // 0 3 — B r a n d G r i d
Past Classy, strong, fast, expensive, bold
Page / 32
Xhulio Kola
T W A // V i s u a l S t r a t e g y G u i d e
Future Futristic, elegant, fast, powerful, bravado
Page / 33
C h a p t e r 0 1 // 0 2 // 0 3 — B r a n d G r i d
Current Competitors These are the brands that TWA would currently be seen as in competition with. All of these brands are in the same space, but each of them has specific vlaues and missions that makes each of them different in their way.
Page / 3 4
Xhulio Kola
T W A // V i s u a l S t r a t e g y G u i d e
American Airlines, Inc. (AA) is a major American airline, It is the world’s largest airline when measured by fleet size, scheduled passengers carried, and revenue passenger mile.
Alaska Airlines is a major American airline, Alaska believe in refreshed look reflects the warm relationships our employees have built with our customers, and makes us stand out in a compelling way as we build loyalty and attract new customers.
Delta is committed to making flying better. The Delta identity is a seal of approval and a promise of industry-leading products and services delivered by 80,000 passionate and determined Delta people.
Hawaiian Airlines is the flag carrier and the largest airline in the U.S. state of Hawaii. It is the tenth-largest commercial airline in the US. They have grown and built a unique reputation for sharing an authentic Hawaiian experience with their guests.
Southwest Airlines has been a model for brand loyalty due to their ability to stay true to their core values across all levels of their organization.
Frontier Airlines is an American ultra low-cost carrier headquartered in Denver, Colorado. The eighth-largest commercial airline in the US, they are committed to delivering ‘Low Fares Done Right’. This is more than a tagline. It’s their driving philosophy.
United Airlines, Inc. (commonly referred to as United) is a major American airline, Measured by fleet size and the number of routes, it is the third largest airline in the world.
SkyWest Airlines is an American regional airline, they understand and value the priceless commodity of time. They respect every individual’s quality of life and are committed to promoting dignity and trust in all they do.
Pan American World Airways, originally founded as Pan American Airways and commonly known as Pan Am, was the principal and largest international air carrier and unofficial flag carrier of the United States from 1927 until its collapse on December 4, 1991.
Allegiant Air (usually shortened to Allegiant) is an American ultra-low cost airline that operates scheduled and charter flights. Allegiant provides a complete travel experience with great value and without all the hassle.
Page / 35
C h a p t e r 0 1 // 0 2 // 0 3 — B r a n d G r i d
Adjacent Competitors Adjacent competitors do not necessarily sell the same product, but could be something someone would potentially buy instead. Here are alternative high speed transportation options, or advanced technology.
Page / 3 6
Xhulio Kola
T W A // V i s u a l S t r a t e g y G u i d e
Ford, is an American multinational automaker. “To do more for the world than the world does for you. That is success.” Ford strive to do more through their products, services and by supporting the communities where they operate globally.
Rolls-Royce Motor Cars Limited is a British luxury automobile maker. They deliver clean, sustainable power for the world’s most vital needs. Their activities have a tremendous impact on the world today.
Volvo Cars, stylized as VOLVO, is a Swedish automobile marque. Volvo solutions to global challenges are driven by the mission to drive prosperity through transport and infrastructure solutions, and our vision to be the most desired and successful transport and infrastructure solution provider in the world.
Ferrari S.p.A. is an Italian luxury sports car manufacturer based in Maranello, Italy. Ferrari symbolizes Italian luxury, speed, exclusivity, performance, design and quality the world over.
JetBlue Airways is a major American low cost airline, and the seventh largest airline in North America by passengers carried. JetBlue Airways has embraced a corporate personality and set of brand values unique among airlines—nice, fresh, smart, stylish and witty.
Airbus SE is a European multinational aerospace corporation. The main objectives of Airbus are to deliver and implement a focused brand architecture in order to support efficient and effective growth and become the leading global company pioneering the future of aerospace.
Yamaha Motor Co., Ltd. is a Japanese manufacturer of motorcycles, marine products such as boats and outboard motors, and other motorized products. They are committed as a world-class team to provide total IT solutions, creating value and surpassing client’s expectations.
Honda is a Japanese public multinational conglomerate manufacturer of automobiles, motorcycles, and power equipment, headquartered in Minato, Tokyo, Japan.
Porsche AG, is a German automobile manufacturer specializing in high-performance sports cars, SUVs and sedans. Porsche stands for the highest quality. It always has the objective of satisfying the customer to the utmost degree — as befits a premium brand
Kawasaki Motors Corp., U.S.A., distributor of powersports vehicles including motorcycles, ATVs, Side x Sides and Jet Ski watercraft.
Page / 37
C h a p t e r 0 1 // 0 2 // 0 3 — B r a n d G r i d
Aspirational Competitors Aspirational competitors are what I would like to see TWA in competition with in the future. Here are businesses that are inspirational and innovative.
Page / 3 8
Xhulio Kola
T W A // V i s u a l S t r a t e g y G u i d e
VELO3D is a manufacturing solution made to bring your most challenging and revolutionary projects to life. VELO3D empowers manufacturers to address the most difficult manufacturing challenges through its next-generation Sapphire® metal additive manufacturing solution with support-free production.
The Boeing Company is an American multinational corporation. Is known around the world as a leading manufacturer of commercial airplanes. Boeing is also a leader in space technology, defense aircraft and systems, and communication systems.
Microsoft Corporation is an American multinational technology company. Microsoft believes that technology can and should be a force for good and that meaningful innovation can and will contribute to a brighter world in big and small ways.
The National Aeronautics and Space Administration is America’s civil space program and the global leader in space exploration. NASA’s Vision is to discover and expand knowledge for the benefit of humanity.
Space Exploration Technologies Corp. is an American aerospace manufacturer. They want to revolutionize space technology, with the ultimate goal of enabling people to live on other planets.
Lucid Motors, Inc. is an American automotive company specializing in electric cars. They stand for shaping a future where we no longer have to choose between doing great things and doing the right thing; and create experiences that remind them what it’s like to feel truly alive.
Blue Origin, LLC is an American privately funded aerospace manufacturer and sub-orbital spaceflight services company. Blue’s part in this journey is building a road to space with the reusable launch vehicles, so future generations can build the future.
Nio is a Chinese automobile manufacturer headquartered in Shanghai, specializing in designing and developing electric vehicles. The future is in smart, electric and autonomous vehicles, and they aim to lead the way.
Volkswagen AG, known internationally as the Volkswagen Group, is a German multinational automotive manufacturing corporation. Volkswagen brands have long set standards in technology, design and quality with their vehicles. They inspire customers and achieve economic success. By 2025, the Volkswagen Group and its brands will not only stand for the best vehicles, but also for exciting and superior digital products and services.
International Business Machines Corporation is an American multinational technology company. IBM include development and manufacture of the industry’s most advanced information technologies, including computer systems, software, networking systems, storage devices and microelectronics.
Page / 39
C h a p t e r 0 1 // 0 2 // 0 3 — B r a n d G r i d
Brand Attributes
Positive Words
Negative Words
1- Technological
1- Overvalued
2- Powerful
2- Predictable
3- Innovative
3- Short-sighted
4- Collaborative
4- Regressive
5- Progressive
5- Inconstant
Page / 4 0
Xhulio Kola
Neutral Words
Aspirational Words
1- Competetive
1- Inspirational
2- Available
2- Energetic
3- Functional
3- Timeless
4- Strategic
4- Visionary
5- Useful
5- Determined
P a g e / 41
Sources twamuseum.com nytimes.com architecturalrecord.com bruno-geiger.webshopapp.com airportspotting.com unsplash.com
Our greatest glory is not in never falling, but in rising every time we fall. — Confucius
Copyright 2021 Xhulio Kola This book is a non-commercial work produced as a student for educational purposes. All content for Visual Strategy Guide was collected, conceived, written and designed by Xhulio Kola Design Consultation Hunter Wimmer, GR 604 Nature Of Identity, Academy Of Art University
P a g e / 12 0
