Design Systems

Helping TUI break free from traditional holidays to own the future of leisure, through a new strategy, architecture, brand identity and digital experience that infuses the brand spirit into every interaction.

We created a global digital design system, inspired by the smile’s curves, to add a playful human touch across UI and align TUI’s digital experience across all markets.

The execution of our vision for BA took the form of a rigorous digital toolkit that informed the redesign of key elements across BA’s digital ecosystem.

At the heart of the toolkit was a new design language "The World of Flight" - a flexible design system with a distinct approach to interaction, motion and navigation inspired by effortless journeys through the sky.

We wanted to create a website that delivers more spirit, more stories, more connection. These three elements were crucial benchmarks for measuring our design success. Website sections expand dynamically to reveal additional content and details. A cinematic zoom is deployed to focus in on particular elements and encourage people to see where their curiosity takes them.

The design system extends seamlessly across OOH, social media, apparel and other key touchpoints and environments where DNEG exists. The work is a fitting testament to a collaboration with the team at DNEG whose world-class visual expertise and uncompromising vision pushed us to elevate the brand into exciting new territory.