Adapting a premium global brand for a relaxed, high visibility beachfront experience with Luna Beach Cinema.
Overview
I was commissioned to design the visual identity for a branded outdoor cinema experience in partnership with British Airways and Luna Beach Cinema at Brighton Beach while at TRO Agency. The activation needed to attract attention in a busy, visually saturated seaside environment while aligning with British Airways’ premium brand positioning.
The Challenge
Designing for this activation required balancing two contrasting contexts:
• British Airways’ established premium, structured brand identity
• The informal, playful atmosphere of a beachside cinema experience
• British Airways’ established premium, structured brand identity
• The informal, playful atmosphere of a beachside cinema experience
There was also a practical challenge:
• The installation needed to stand out within a crowded beachfront setting
• Remaining on brand and not feeling overly corporate or out of place
• The installation needed to stand out within a crowded beachfront setting
• Remaining on brand and not feeling overly corporate or out of place
The key balance to keep in mind was:
Allowing space for a brand show up in a more relaxed, experiential setting without losing its sense of quality and recognition.
Allowing space for a brand show up in a more relaxed, experiential setting without losing its sense of quality and recognition.
The Approach
To bridge this gap, I explored a more expressive visual direction that still
respected the brand’s core identity. I introduced tropical colours and foliage inspired elements to reflect the outdoor, summer-time setting which helped to soften the overall feel of the brand to make it more approachable. The beach hut graphics were designed to act as both a functional space and a visual anchor, drawing people in from a distance.
respected the brand’s core identity. I introduced tropical colours and foliage inspired elements to reflect the outdoor, summer-time setting which helped to soften the overall feel of the brand to make it more approachable. The beach hut graphics were designed to act as both a functional space and a visual anchor, drawing people in from a distance.
Every decision was made to:
• Maintain brand recognition
• While adapting tone and energy to suit the environment
• Maintain brand recognition
• While adapting tone and energy to suit the environment
Outcome
The final visuals were applied across the beach hut and supporting campaign materials, creating a cohesive and immersive branded environment.
The activation successfully:
• Established a distinct visual presence within a busy beachfront setting
• Created a welcoming, engaging space that encouraged interaction
• Demonstrated how the British Airways brand could flex into a more relaxed and
high visibility driven context without losing its identity.
high visibility driven context without losing its identity.
This project highlighted the importance of adapting brand systems to suit
real world environments, not just static applications.
real world environments, not just static applications.
