As Australia’s largest domestic and international airline, Qantas’ mission is to be the world’s #1 premium airline by delivering exceptional service to every customer. Frost* collective was lead design agency to Qantas for over four years, consulting on everything from master planning to in-flight animations since 2008. Carrying out initial brand audits and analysis, we established a brand strategy to represent the ‘new’ spirit of Australia, encompassing look and feel, colour palette and development of the brand typeface ‘Spirit’, which was hand-cut by a Swiss type foundry.
We’ve worked with Qantas for many years in customer facing arenas, so it was exciting to help the airline bring its brand to life at company headquarters. The campus is the beating heart of the organization, therefore it’s vital that Qantas’ values are embedded within the very fabric of the site.
Next Generation Check-in
In 2010, Frost* collective collaborated with M&C Saatchi on new Brand Advertising Guidelines for Qantas, in line with a major upgrade of brand experiences in key terminals.
Working closely with Qantas Creative Director Marc Newson, we master- planned a new check-in experience by creating a holistic system of totems and information that is easy to understand and enables an intuitive airport experience. The ‘Next Generation Check-in’, a three-step process – swipe, bag-drop, fly – which promises to provide a five second check-in, consists of new graphics, signage and a total communications system, to update the entire airport experience – from departure landside to arrival airside.
Our animation work on the terminal videos has subsequently led to our involvement across the Qantas Inflight Entertainment brand.
Most recently, Urbanite designed an integrated signage and environmental graphics system for the redeveloped Qantas HQ.
The campus consists of four buildings across different addresses, each with distinctive workspaces that encourage interaction and collaboration. Using large-scale illuminated letterforms to identify buildings, an elegant palette and soft contemporary forms, the signage creates a connected workplace that fosters innovation and instills a sense of pride in its employees.
Qantas’ customer advocacy figures are at an all-time high, including record domestic on-time performance stats in 2013, for which ‘Next Gen Check-in’ has been a major contributor. The excellent Frost* Collective designed signage solution with its intuitive and clear messaging, layout, structure, colourways and positioning is significant in supporting the smooth flow of customers in our terminals.
The scale, reach and complexity of the Qantas business places great demands on our creative partners. Frost’s thorough understanding of our business, strategic brand approach and genuine creativity continue to add value to the Qantas brand and enhance our customer experience. We are in a more interesting, aspirational and relevant position thanks to our partnership with Frost* Collective.