Oneworld

Working with the CEO and executive leadership team located in London, New York and Dallas, I led this project for Marcel Sydney. 

A global strategic project to reimagine and redefine the Oneworld customer value proposition, the core brief was to simplify and contemporaries the Oneworld CVP to better represent a suite of new digital innovations the alliance was developing, and improve customer and airline relevance.

The strategy identified the core benefits of Oneworld to it's customers as; comfort, assurance and ease. 

Inspiration for the final idea originated from their ever-present little blue dot. Whether on the side of planes, out front of lounges and throughout the airport check-in and arrival journeys, serves as a beacon. A little sign that here, you're welcome. You're recognised. Reassurance that you'll find your way.