Role
Creative direction
Project type
Brand strategy · Identity system · Experience design · Multi-channel rollout
Design agency
IM London
Year
2023 · Ongoing
Background
Global Airlines was conceived as a new premium long-haul carrier, designed to reintroduce the romance,
confidence, and clarity of the golden age of flying through a contemporary lens. The ambition was to
define a distinctive, future-facing airline brand capable of competing in a highly saturated global
aviation market.
Challenge
To establish a credible, ownable airline brand from the ground up — one that could balance heritage
and innovation, command trust at scale, and resonate with modern, premium-minded travellers across
multiple touchpoints.
Objective
To define a cohesive brand and visual identity system that clearly articulated Global Airlines’
positioning, differentiated it from established competitors, and provided a flexible framework for
long-term growth across physical, digital, and experiential channels.
Approach
Insight-led strategy → narrative definition → brand and visual identity system → multi-channel rollout → ongoing brand evolution.
Deliverables
Brand strategy and narrative, verbal and visual identity systems, marketing and launch collateral,
advertising campaigns, in-flight entertainment (IFE), merchandise, and crew uniform components.
“Gian brings clarity and strategic intent to every project. His ability to translate complex brand
challenges into refined, effective design systems makes him a trusted partner, not just a senior
creative. He balances creative ambition with commercial awareness, consistently raising the quality of
both thinking and execution.”
Liz Whiu, Managing Director, IM London
Logo sting revealing the Global Airlines mark and payoff, designed as a
concise brand moment that signals confidence, heritage, and a modern premium vision.
Aircraft livery design blending heritage cues with a contemporary visual language.
One side of the fuselage maps the Americas, the other Australasia — visually expressing Global
Airlines’ long-haul ambition and truly global reach.
Comprehensive brand and visual identity guidelines defining logo usage, typography, colour system,
sub-brands, imagery and tone of voice — ensuring clarity, consistency, and confidence across every
touchpoint.
A complete stationery ecosystem designed to express Global Airlines’ premium positioning across print
and digital touchpoints — from first contact to final confirmation.
Digital boarding pass design optimised for clarity, hierarchy and a seamless premium travel experience.
Loyalty card design system reflecting progression through colour, material, and graphic language —
turning membership into something you can feel, not just count.
Inflight digital branding concept extending the Global Airlines narrative into onboard environments.
Launch advertising campaign (OOH + indoors) — reintroducing the romance of long-haul travel
through bold, optimistic storytelling.
A silk scarf concept for the Global Airlines cabin crew uniform — inspired by the golden age of flying
and reimagined for a modern premium traveller.
Crimson, blue, and gold flow together to evoke sky, sun, and global movement, while a central
propeller motif references the vintage aircraft that once defined long-haul travel. A hidden Morse
code message spells Global Airlines — a discreet signature for those who notice.
Branded lifestyle apparel designed to translate the Global Airlines identity into everyday culture —
extending the journey beyond the terminal and into real life.
