Product Strategy

We collaborated with BA to co-create a digital vision to take them into the future. Underpinned by five principles universal to any experience, the vision connects teams and activity across the business, and inspires a better experience for BA’s customers.

The Webby Award-winning digital experience ties all the brand elements together. An integrated app allows residents to unlock their door, reserve tables, order food, and adjust room lighting and temperature, as well as read articles about local events and restaurants – all in the palm of their hand.

At the heart of the rebrand is TUI's new vision: excellence is leisure experiences. We brought this to life by evolving the iconic smile into a living design language, infused with optimism, movement and emotion.