British Airways x Luna Beach Cinema Campaign
Event design | Event collateral design | Large format design
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. 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.
• Introduced tropical colours and foliage-inspired elements to reflect the
outdoor, summery setting
respected the brand’s core identity.
• Introduced tropical colours and foliage-inspired elements to reflect the
outdoor, summery setting
• Softened the overall feel of the brand to make it more approachable and
experiential
experiential
• Designed the beach hut graphics to act as both a functional space and a
visual anchor, drawing people in from a distance
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
• 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.
