CRITICAL ELEMENTS

Ultimately, this project was more than just another brand activation. Christmas is an important time for many and bringing joy to families traveling over the holiday period was our main focus. It was critical that even in the most stressful moments of bringing this project together - we didn’t lose sight of who we were doing it for: kids and families.

Qantas is one of the most trusted and recognisable brands in Australia. We had to ensure all the proposed design was up to par with strict brand guidelines.

Being a national company with many chains of command, we needed to present our work rapidly to ensure we could obtain approval from all internal stakeholders incl. CMO & Marketing Department, Events Department, Operations Team Members, Brand Team Members, Head of Lounges, Individual Port Lounge Managers, as well as individual Airports & Domestic Airport stakeholders from Sydney, Melbourne, Brisbane, Perth & Adelaide.

We worked with one printer on a national scale to produce and install over 200 unique decals across 5 major airport terminals and Qantas Club & Business lounges.

For the event builds, each port required a different builder & installer due to the scale of the sculptures. I had to work closely with the builders to map out how the “wrap” would be applied to each unique shape.

Every port, every wall and every sculpture had a unique wrap applied to it, no two design files were the same. Each port and sculpture also had unique signage and wayfinding applied as decals or standalone signage to ensure guests could explore and discover everything the activation had to offer. Managing this level of complexity and unique application across 5 different locations mean constant communication and project management with the production teams. I was responsible for every graphic produced and applied - as well as the spreadsheets to manage it all.