02
02
Etihad Airlines
Etihad Airlines
Client
Client
Etihad Airlines
Etihad Airlines
AGENCY
AGENCY
Grey London
Grey London
Role
Role
Design Director
Design Director
Type
Type
Brand Transformation
Brand Transformation
About
About
Over time, multiple changes had diluted Etihad Airways' brand positioning and visual identity. Leading the design team at Grey London, I was tasked with re-establishing a clear, cohesive brand direction. One that would reinforce Etihad’s unique position in the global aviation market and restore consistency across all touchpoints.
Over time, multiple changes had diluted Etihad Airways' brand positioning and visual identity. Leading the design team at Grey London, I was tasked with re-establishing a clear, cohesive brand direction. One that would reinforce Etihad’s unique position in the global aviation market and restore consistency across all touchpoints.
Beyond Borders
Etihad’s ambition is to become ‘the airline everyone wants to fly’, driving growth amongst a wide spectrum of flyers. But the brand lacked mass appeal - it was seen as an inaccessible, old-luxury carrier that lacked meaning amongst today’s flyers. Their entire consumer experience needed evolving in order to drive growth.
The Platform: Beyond Borders
Beyond Borders encourages the world to go beyond the expectations of what’s possible, because a world beyond borders is a world where possibilities are limitless. To bring to life this shared spirit of ambition we redesigned the entire customer experience around our new platform. This was an idea that could be communicated through every touchpoint; through our onboard experience, the service of our people, a 360 design system and our advertising.
Beyond Borders
Etihad’s ambition is to become ‘the airline everyone wants to fly’, driving growth amongst a wide spectrum of flyers. But the brand lacked mass appeal - it was seen as an inaccessible, old-luxury carrier that lacked meaning amongst today’s flyers. Their entire consumer experience needed evolving in order to drive growth.
The Platform: Beyond Borders
Beyond Borders encourages the world to go beyond the expectations of what’s possible, because a world beyond borders is a world where possibilities are limitless. To bring to life this shared spirit of ambition we redesigned the entire customer experience around our new platform. This was an idea that could be communicated through every touchpoint; through our onboard experience, the service of our people, a 360 design system and our advertising.
Visual Identity
We developed a visual identity for our platform, Beyond Borders, centred on movement and dynamism—reflecting our constant drive for progress. This is embodied in our graphic facet pattern, that represents unity and coalescence – the coming together of different cultures.
With a premium and aspirational aesthetic, our visuals break away from industry norms. Our photography is vibrant, authentic, never staged and brings the Etihad experience to life.
Every design element, from our facets to our colour palette, is inspired by our Emirati heritage. The result? A cohesive brand system feels dynamic, rich in colour, and deeply human.
Visual Identity
We developed a visual identity for our platform, Beyond Borders, centred on movement and dynamism—reflecting our constant drive for progress. This is embodied in our graphic facet pattern, that represents unity and coalescence – the coming together of different cultures.
With a premium and aspirational aesthetic, our visuals break away from industry norms. Our photography is vibrant, authentic, never staged and brings the Etihad experience to life.
Every design element, from our facets to our colour palette, is inspired by our Emirati heritage. The result? A cohesive brand system feels dynamic, rich in colour, and deeply human.
Etihad Facet Generator
In addition to developing the brand’s visual identity, a bespoke web-based design tool was created to support and scale its implementation. This proprietary platform ensured consistency across all design touchpoints—enabling internal teams and external partners to quickly generate branded assets with precision and flexibility. The tool allowed for seamless application of Etihad’s signature design elements, such as its geometric “facets,” across a wide range of media and formats, reinforcing the brand’s identity while streamlining production workflows.
Etihad Facet Generator
In addition to developing the brand’s visual identity, a bespoke web-based design tool was created to support and scale its implementation. This proprietary platform ensured consistency across all design touchpoints—enabling internal teams and external partners to quickly generate branded assets with precision and flexibility. The tool allowed for seamless application of Etihad’s signature design elements, such as its geometric “facets,” across a wide range of media and formats, reinforcing the brand’s identity while streamlining production workflows.
Giving flight to ambition
The campaign for the brand idea uses Etihad planes as arrows, demonstrating how ambition takes us beyond borders.
Giving flight to ambition
The campaign for the brand idea uses Etihad planes as arrows, demonstrating how ambition takes us beyond borders.
Credits
Felix Townsend
Senior Designer
John Gibson
Global Creative Director
Sam Haynes
Global Creative Director
David Wigglesworth
ECD
Tarek Sioufi
Chief Strategy Officer
Gil Caldwell-Dunn
Strategy Director
Kit Suman
Senior Designer
Peter McKenzie-Jones
Technology & CX Director
Ayesha Datoo
Managing Partner
Matt Paris
Business Director
Tim Benson
Account Manager
Angus Crombie
Senior Creative
Drew Davis
Senior Creative
Credits
Felix Townsend
Senior Designer
John Gibson
Global Creative Director
Sam Haynes
Global Creative Director
David Wigglesworth
ECD
Tarek Sioufi
Chief Strategy Officer
Gil Caldwell-Dunn
Strategy Director
Kit Suman
Technology & CX Director
Peter McKenzie-Jones
Technology & CX Director
Ayesha Datoo
Managing Partner
Matt Paris
Business Director
Tim Benson
Account Manager
Angus Crombie
Senior Creative
Drew Davis
Senior Creative
Quote
Art Gallery is a leading healthcare technology company specializing in advanced solutions and personalized wellness follow-up care. Their innovative approach seamlessly connects patients, health tech wearables, and comprehensive clinical support, establishing VitaNova as a pioneer in this transformative industry.
Noah Jenkins, CEO
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