We defined the AirAsia brand personality and devised a distinctive approach to help them express it through the brand identity with boldness and cool craft at every point of the customer journey.

To celebrate the airline’s pan-Asian heritage and affiliations, we designed a series of black and white patterns each inspired by the cultures of nine key destinations served by the airline. These complemented the AirAsia logo and inspired internal teams to keep the look fresh and flexible across different destinations.