After 15 weeks of work on the re-branding of the Italian airline Alitalia, I can say I am proud of the work accomplished. Although the deliverables are less than what would really be given to the client, the deliverables I chose to hand in express the new identity and branding of Alitalia. The process changed very much from the initial developments to the final. I believe that with the help of faculty and student collaboration, the end result was a strong concept and development. Although it may sound easy to re-brand a company, especially an airline, it is not. There is a lot of research, development and iteration that needs to be done. However, that is what makes design so enjoyable.
After gathering all my research from what current airlines, to what airlines have done in the past, seeing the competition directly with Alitalia and speaking with Alitalia itself, the new identity is much improved and can stand amongst the top airlines internationally. The audience said that the new identity still maintained the class of Alitalia and nostalgic appeal, but now had a more vibrant and fresh appeal. As well as doing the basic stationary, I developed new advertising, plane decals and a new check in service with the use of a smart phone.
The help of the audience improved my final design approach tremendously in helping find what the audience was looking for. Again, although I did not go far from my initial thoughts and concepts, the critiques from students and faculty members made the project what it is today.
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