Problem: British Airways (BA) was under pressure by low cost airlines such as Ryan Air and Easy Jet and needed to regain its position as The Brits’ most beloved airline. 

Solution: Draw on British Airways’ legacy and use the 2012 London Olympics to show the Brits that British Airlines is more than just another airline company; it’s a part of British history and a symbol for the nation.
We reintroduced their Coat of Arms and the motto “To fly, to serve” and created a sub BA identity for the 2012 Olympic with emphasis on the core element of British Airways; To Fly. We created an emotional and national connection between the audience and the brand. 

Designed by Forpeople, where I worked as Designer