GR604 TWA Rebranding Visual Strategy Guide

// VISUAL STRATEGY GUIDE

// TABLE OF CONTENTS

INTRODUCTION

BRAND DESCRIPTION

08

TWA HISTORY

10

HOWARD HUGES

14

TIMELINE

20

THE SOUL

22

OBJECTIVE

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MISSION STATEMENT

24

KEYWORDS

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WHERE WE ARE

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OUR FUTURE

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AUDIENCE PROFILES

PERSONA #1~#8

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PART 03

PAST DIRECTION

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FUTURE DIRECTION

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COMPETITORS

56

BRAND ATTRIBUTES

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INTRODUCTION In this chapter, we introduce the history of TWA, timeline where they were, and our future. Then we identify our rebranding goals and plan the brand’s development ways.

CHAPTER 01 // INTRODUCTION

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“

VISUAL STRATEGY GUIDE // TWA

Do the impossible, because almost everyone has told me my ideas are merely fantasies.

”

——Howard Hughes

CHAPTER 01 // INTRODUCTION

BRAND DESCRIPTION

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Trans World Airlines was a major American airline which operated from 1930 until 2001. It was formed as Transcontinental & Western Air to operate a route from New York City to Los Angeles via St. Louis, Kansas City, and other stops, with Ford Trimotors. With American, United, and Eastern, it was one of the “Big Four” domestic airlines in the United States formed by the Spoils Conference of 1930.

Howard Hughes acquired control of TWA in 1939, and after World War II led the expansion of the airline to serve Europe, the Middle East, and Asia, making TWA a second unofficial flag carrier of the United States after Pan Am. Hughes gave up control in the 1960s, and the new management of TWA acquired Hilton International and Century 21 in an attempt to diversify the company’s business.

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VISUAL STRATEGY GUIDE // TWA

TWA HISTORY

It’s been nearly two decades since American carrier Trans World Airlines flew its final official flight in December of 2001. However, having been in operation for 70 years, the airline joins the company of Pan Am as an icon of America’s golden age of aviation and a pioneer of commercial passenger travel. This is a brief re-telling of the rise and fall of TWA. THE EARLY YEARS At its founding in July 1930, TWA was not an acronym for Trans World Airlines. Instead, it stood for Transcontinental and Western Air and was the result of a merger between Western Air Express and Transcontinental Air Transport.

The reason for the merger was that the US Postmaster General believed that two airlines, which both had government contracts to deliver airmail, should not operate identical routes while being paid by the government for such services. The two airlines merged on his suggestion.

One of the first mail contracts taken as a new airline included coast-tocoast flights on October 25, 1930, with an overnight stop at Kansas City.

THE RISE OF TWA In 1934, a man by the name of William John Frye became president of T WA. Frye was only 30 years old and was a Hollywood stunt flier before working for the airline. Ordering the Boeing 307 Stratoliner in 1938, Frye convinced an eccentric millionaire by the name of Howard Hughes to finance the purchase and invest in the airline.

Very shortly after, World War II erupted and T WA’s aircraft were used to support the US military. However, after the war, the airline aggressively expanded and fought for market share against airlines like American and United. It was in 1946 that T WA introduced the Lockheed Constellation on its transcontinental New York-Los Angeles route. This was seen as superior to United’s service which utilized the DC-4. That same year, the airline began transatlantic service between New York City and Paris. costs, which were in excess of $3 million.

CHAPTER 01 // INTRODUCTION

Seven Trans World Airlines jetliners are clustered around the spider-like flight wing at TWA’s new flight center at New York’s Idlewild International Airport

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“American and United survived because they had iron-willed CEOs dedicated to being the number-one carrier. Ours were distracted...We were always known for coming up with little gimmicks like inflight movies, coffee and [frozen] meals, but the big corporate decisions were lacking.”

—John Gratz, TWA pilot from 1955 to 1991 via St Louis Magazine

CHAPTER 01 // INTRODUCTION

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After changing its name to Trans World Airlines in 1950, the carrier

In 1991, Icahn sold T WA’s coveted London routes to American Airlines

introduced the Lockheed L.1049 Super Constellation in September

for $445 million. Some believed that the loss of these valuable assets

1952 and subsequently became the first airline to inaugurate

accelerated T WA’s demise. In 1992, T WA filed for bankruptcy. A year

regularly scheduled, nonstop transcontinental service between Los

later, it emerged with 55% of the company under creditor ownership.

Angeles and New York on October 19, 1953. Also, throughout the 50s, T WA would greatly expand its reach, flying to destinations throughout Europe, the Middle East, Africa, and Asia.

Icahn was himself a creditor and was owed $190 million. With T WA desperate to finish business with Icahn, an eight-year agreement was made that gave him the ability to buy select tickets at 55% of the cost.

Throughout the 1960s and 70s, T WA continued to remain a powerful

Reselling the tickets on the internet, American Airlines (the future

player in both the international and national markets. It even became

owner of T WA) estimated that $100 million per year was being lost

the first airline to introduce in-flight movies in 1961. Growing more,

because of the deal with Icahn.

T WA acquired the entire chain of Hilton Hotels in 1967.

After this, T WA would go into bankruptcy again in 1995. This would be

Then, in July 1969, the airline officially beat out Pan Am as the world’s

followed by a tragic T WA explosion in 1996, killing 230 passengers. If

number one transatlantic airline. Less than a year later, in 1970, T WA

that wasn’t enough, the late 90s saw T WA stifled by the strong power

would begin flying the Boeing 747 jumbo jet on its well-established

of mechanics unions, which successfully resisted the closure of large

New York-to-Los Angeles service.

and unnecessary maintenance bases. On top of this, European labor

THE FALL OF TWA There are several factors that led to T WA’s downfall. The first of

laws meant T WA had to keep unnecessary workers employed in Europe.

which was the introduction of the 1978 Airline Deregulation Act.

Finally, in January 2001, it was announced that T WA was bankrupt for

Engaging in intense competition from other airlines while battling

the third time and would be sold to American Airlines. The airline was

stiff operating costs didn’t to the airline any favors.

able to operate under its existing name and brand in the months after

Financially weak, a man by the name of Carl Icahn swooped in and took control of T WA in 1985. In 1988, Icahn took T WA private, receiving $469 million in the deal - equivalent to $1.01 billion in 2020. The agreement also meant that T WA would take on $540 million in debt - $1.17 billion in today’s dollars.

the deal. However, due to the events of September 2001 and the subsequent collapse of the aviation industry, T WA’s new owner had to make job cuts in October 2001, laying off some employees and furloughing others.

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VISUAL STRATEGY GUIDE // TWA

HOWARD HUGES

Howard Hughes, in full Howard Robard Hughes, Jr., (born December 24, 1905, Houston, Texas, U.S.—died April 5, 1976, in an airplane over southern Texas), American manufacturer, aviator, and motion-picture producer and director who acquired enormous wealth and celebrity from his various ventures but was perhaps better known for his eccentricities, especially his reclusiveness.

EARLY LIFE In 1909 Hughes’s father, Howard R. Hughes, Sr., invented a rotary bit for oil well drilling that made the family extremely wealthy. The younger Hughes early showed a talent for engineering, and he later studied at the California Institute of Technology, Pasadena, and at the Rice Institute of Technology, Houston. During this time, both his mother (1922) and father (1924) died. Hughes quit school and took control of his father’s business, Hughes Tool Company, in Houston. By the time he sold the company in 1972, it had become a multibilliondollar venture.

HOLLYWOOD In 1926 Hughes moved to Hollywood, where he became known for making films that ran both over budget and afoul of censors. He produced several movies—notably the Academy Award-winning Two Arabian Knights (1927)—before beginning work on Hell’s Angels in 1927. Numerous problems plagued the shoot. Originally intended as a silent film, it had to be reshot as a talkie. In the process, Greta Nissen was replaced by Jean Harlow. Several directors also left the production, and eventually Hughes took over. The film was finally released in 1930. While the storyline—two British pilots fall in love with a socialite during World War I—proved uninspired, the film’s stunning aerial sequences were considered groundbreaking. The drama was a box-office hit, though it failed to recoup its production costs, which were in excess of $3 million.

CHAPTER 01 // INTRODUCTION

Howard Hughes shows the route he took to fly across the United States in nine hours, 27 minutes, and 10 seconds, to beat the former record set in 1935.

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Hughes then produced a series of movies, notably Scarface (1932), which was based on the life of Al Capone. The shoot was marred by frequent arguments between Hughes and director Howard Hawks. In addition, its release was delayed by censors at the Hays Office, who demanded various changes to the violent and brutal film. In the end, it was a huge hit, and Paul Muni, who was cast in the title role, became a major star. Hughes later produced and directed The Outlaw (1943), about Pat Garrett, Doc Holliday, and Billy the Kid. However, most of the attention was focused on newcomer Jane Russell, whom Hughes cast as a love interest and outfitted in highly provocative clothing. He designed a special brassiere to accentuate her assets, though the actress later stated that it was never used during filming.

Howard Hughes’ first plane, the H-1, a featherweight midget, was the ancestor of his newly-built “flying boat,” compared to Hughes’ latest Goliath - had a wingspan of only 3 feet 8 inches, one 700-horsepower motor and weighed 6400 pounds.

CHAPTER 01 // INTRODUCTION

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Unsurprisingly, Russell’s wardrobe ran afoul of censors, and the

Always something of a loner, Hughes went into complete seclusion in

lengthy battle between Hughes and the Hays Office generated much

1950. However, in 1953 he established the Howard Hughes Medical

publicity, helping make The Outlaw a huge success.

Institute, using profits from the Hughes Aircraft Company. According

Although Hughes never directed another film, he continued to work as a producer. In 1948 he bought a controlling interest in RKO Pictures Corporation but sold the shares in 1953. The following year he bought the whole company only to sell it again in 1955. He remained chairman of the board of RKO until 1957, when he left the film industry. That year Hughes, who had relationships with a number of prominent

to Hughes, the centre was established to explore “the genesis of life itself.” It became a leading biological and medical research institute and was one of the world’s largest and most powerful charities. The following decade he refused to appear in court to answer antitrust charges concerning T WA and thus lost control of the business by default. In 1966 he sold his shares for more than $500 million.

actresses, married Jean Peters; the couple divorced in 1971.

AVIATION, THE HOWARD HUGHES MEDICAL INSTITUTE,

The following year Hughes bought the Desert Inn, a resort casino in

AND LAS VEGAS

Las Vegas. He reportedly made the purchase after being told to vacate

While making films, Hughes was also involved in aviation. In 1932 he

its penthouse. This sparked a buying spree that included other

founded the Hughes Aircraft Company in Culver City, California. On

casinos and large swathes of undeveloped land; in the 1950s he had

September 12, 1935, in an airplane of his own design, he established

purchased property outside Las Vegas, and it would later become the

the world’s landplane speed record of 352.46 miles (567.23 km) per

planned community known as Summerlin. Hughes subsequently

hour. On January 19, 1937, in the same craft, he averaged 332 miles

played an influential role in Las Vegas’s development, changing the

per hour in lowering the transcontinental flight-time record to 7

city’s image—which was strongly linked to the Mafia—and bringing

hours 28 minutes. Flying a Lockheed 14, he circled Earth in a record

more corporate investment.

91 hours 14 minutes in July 1938. The following year Hughes bought a share of Trans World Airlines (T WA), and he eventually acquired 78 percent of its stock.

LATER YEARS OF HOWARD HUGHES Hughes’s penchant for privacy and seclusion often entangled him in controversy. This culminated in 1971 in a scandal over what were

During World War II, Hughes’s focus turned to military aircraft, and

purported to be his memoirs, which were bought for book and

his company had several government contracts, notably for the

magazine publication at sums totalling $1 million. The manuscript

Hughes XF-11 and the H-4 Hercules. The planes ran over schedule,

and letters concerning it that supposedly had been written by Hughes

however, as did his movies, and were not completed until after the

were subsequently found to be fraudulent and forged.

war. In 1946 he flew the Hughes XF-11, a reconnaissance plane, on its maiden test flight and suffered a nearly fatal accident. The Hercules, an eight-engine wooden flying boat intended to carry 750 passengers, was not finished until 1947. That year Hughes was brought before a Senate committee investigating war profiteering. In the highly publicized hearing, he sparred with Sen. Owen Brewster and ultimately prevailed. Hughes subsequently piloted (1947) the Hercules, popularly known as the Spruce Goose, on its only flight—1 mile (1.6 km).

In his final years Hughes abruptly moved his residence from one place to another (The Bahamas, Nicaragua, Canada, England, Las Vegas, Mexico). As was the case with the Desert Inn, he took elaborate precautions to ensure absolute privacy in a luxury hotel and was rarely seen by anyone except a few male aides. Often working for days without sleep in a black-curtained room, he became emaciated and deranged from the effects of a meagre diet and an excess of drugs. In 1976 he died on a flight from Acapulco, Mexico, to Houston, Texas, to seek medical treatment.

After his death there arose considerable legal debate over the disposition of his estate. Several “wills” appeared, including one found in the offices of the Mormon church in Salt Lake City, but all were eventually declared to be forgeries.

VISUAL STRATEGY GUIDE // TWA

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1925 //

1933 //

1953 //

Western Air Express (WAE) is

The first and only Douglas DC-1 was

On September 25, TWA introduced

incorporated. WAE would merge

delivered to TWA in December. On the

multiple class service, first and

with Transcontinental Air Transport

next year, T&WA flew the DC-1 from

economy. On October 30, they

to form “TW&A“

Glendale, California, to Newark, New

inaugurated their Los Angeles to

Jersey, setting a transcontinental

London route, via New York.

record of 13 hours and 4 minutes.

TIMELINE

1930 //

1950 //

The forced merger of Transcontinental

T&WA corporate name is officially

Air Transport (TAT), Western Air

changed to Trans World Airlines, TWA.

Express (WAE), Maddux Air Lines,

On December 5, TWA ordered 10

Standard, and Pittsburgh Aviation

Lockheed L-1049 Super Constellations.

Industries Corporation (PAIC) to form Transcontinental & Western Air (T&WA) .

CHAPTER 01 // INTRODUCTION

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1967 //

1995 //

NOW//

On April 7, 1967, TWA became one of the

TWA entered its second bankruptcy on

Re-branding in process.

US’s first all-jet airlines with the

June 30. When TWA emerged in August

New design and objective

retirement of their last Lockheed L-749A

1995, employee ownership was reduced

coming soon.

Constellation and L-1649 Starliner cargo

to 30%, but the company was relieved of

aircraft. That morning, throughout the

$0.5 billion of its $1.8 billion debt.

TWA system, ground-service personnel placed a booklet on every passenger seat titled “Props Are For Boats”.

1960 //

1989 //

2001 //

In 1960, Hughes relinquished control of

TWA decided to replace its fleet of

Financial problems soon resurfaced

the airline, as the major stockholder,

Boeing 727-100 aircraft with the former

and Trans World Airlines Inc. Assets

through the financial terms associated

Ozark Airlines DC-9s. This decision was

were acquired in April 2001 by AMR

with the jet purchase.

based on the economics of operating

Corp., the parent company of American

three-crew airplanes (727s) with three

Airlines, which quickly formed a new

engines, versus operating two-crew

company called TWA Airlines LLC. As

airplanes (DC-9s) with two engines.

part of the deal, TWA declared Chapter 11 bankruptcy (for the third time) the day after it agreed to the purchase.

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VISUAL STRATEGY GUIDE // TWA

SOUL OF THE BRAND

Celebrating The Spirit of Exploration

DIFFERENTIATOR

From its earliest days as a mail carrier to one of America’s most prestigious airlines, TWA has thrived under the leadership of billionaire Howard Hughes. TWA’s grand business achievements, pure idealism and foresight to advance human progress will continue to be legendary in our hands.

REBRANDING OBJECTIVE

What we enjoy most is the surprise and the unknown in the process of exploration. Whether it’s speed, technology, science or vision, we’re all excitied and passionate to explore. At the same time, inspired by our spirit of exploration, we will continue to expand our products, services and ultimately continue to promote human development.

CHAPTER 01 // INTRODUCTION

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VISUAL STRATEGY GUIDE // TWA

NEW MISSION

We strive to move our spirit forward to explore the unknown and to keep achieving new heights.

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KEYWORDS

CELEBRATE // The joy of what has been accomplished and the boundless desire for the future SPIRIT // The source of power for continuous progress and the inheritance of legendary history.

EXPLORATION // Curiosity about the unknown and longing for the edge keep us moving forward to the future.

CHAPTER 01 // INTRODUCTION

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Howard Hughes in the cockpit of the plane in which he set a record for speed, flying from Los Angeles, California, to Newark, New Jersey, in 7.5 hours, January 19, 1937.

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WHERE WE ARE

VISUAL STRATEGY GUIDE // TWA

TWA was a major American airline from 1930 - 2001, bringing glitz, glamour and adventure to flying. The company was involved with story telling and emotionally connecting consumers long before the Internet or social media. The financier and aviation pioneer Howard Hughes was the principal stockholder and guiding genius of TWA from 1939 until 1960-61.

Few brands have tapped into the corporate identity and mid-century modern design movement quite as stylishly as TWA during the “Jet Age” of air travel in the ‘50s and ‘60s.

CHAPTER 01 // INTRODUCTION

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OUR FUTURE

VISUAL STRATEGY GUIDE // TWA

The future of TWA is built on the same passion to achieve more ambitious goals by further developing existing resources and advancing the exploration of uncharted territories. Our vision is to move forward as a multinational technology company that develops, manufactures, creates, connects, supports, innovates and related services.

CHAPTER 01 // INTRODUCTION

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AUDIENCE PROFILES Personas are an early stage of research by designers to better understand the brand. Even though the characters in persona are virtual characters created by designers, it can help designers consider who the target audience is, in order to help designers make a better understanding of the present and future of the brand. Persona plays an important role in the early planning of a brand, as designers can consider the audience’s needs and seek ways to implement them before the design begins. This makes the final result more suitable for the actual environment.

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VISUAL STRATEGY GUIDE // TWA

DEFINE TARGET AUDIENCE

One of the most critical aspects of marketing strategy is under-standing brand’s target audience. Defining a target market is known to help strengthen brand’s overall effectiveness. Therefore, the target audiences of the new TWA would be explorers and other people who like to discover new things are most likely to respond positively to future promotions, products, and services. Most importantly, target audiences are valued for their shared beliefs or characteristics, such as interests, identity, and goals.

CHAPTER 02 // AUDIENCE PROFILES

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CURIOUS EXPLORER

1 / Ashley has made many documentaries about high technology, new scientific discoveries and cosmic exploration because she has a passion

ASHLEY CONNOR 40 AMERICAN DOCUMENTARY DIRECTOR LA

for exploring the unknown world and wanted to show it to her audience.

2 / Ashley is a great director because she’s always eager to know more about what she doesn’t know.

3 / Ashley hopes to make new technologies more widely available because she believes they can make the future better for the people she loves deeply.

4 // Ashley knows cinematography very well and applies many new techniques to her works because she believes that cinematography technology is constantly improving and she wants to be at the forefront.

5 // Ashley is experimenting with augmented reality and fused display technology in his own productions because these new technologies can bring viewers a more immersive experience and can be referenced by other film industry players.

6 /// Whenever Ashley made some progress on her project, she rewarded herself with a nice bottle of red wine or the latest consumer electronics. Because she thinks these ways of celebrating can always motivate herself to keep going.

7 /// When Ashley finishes a film, she pulls the crew and throws a party because she knows success doesn’t come easily and it makes everyone look forward to the next challenge.

CHAPTER 02 // AUDIENCE PROFILES

/ Keep exploring // Keep challenging /// Keep celebrating

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PASSIONATE GEEK

1 / Tommy collects news about new technology every day and selects interesting content to make vlog because he is obsessed with various

TOMMY NG 28 HONG KONGESE VLOGGER DUBAI

electronic products since he was a child and play with them all day long.

2 / Tommy often answers fans’ questions about consumer electronics online because he is really good with almost all digital products.

3 / Tommy loves going to conventions about technology and developers.

Because there he can get the latest information and inspiration.

4 // Tommy isn’t content to just buy the latest tech gadgets. Therefore, he keeps in touch with many developers and even participates in designing or improving some products. He enjoys doing this because by doing it he feels like he is contributing to the perfection of the new product.

5 // Tommy quit his job as a fund manager to focus on creating digital and technology content that he believes will truly change human life.

6 // Tommy tried to teach himself and designed some interesting tech gadgets himself, which he thinks fulfilled his childhood dream and gave him a lot of satisfaction.

7 /// Whenever a revolutionary new product is released, he gets so excited he even hosts a raffle on his channel to celebrate because he knows these pioneering products are changing people’s lives.

CHAPTER 02 // AUDIENCE PROFILES

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VISUAL STRATEGY GUIDE // TWA

AFFLUENT

1 / Giovanni likes to buy the latest tech products because he finds them

ENTHUSIAST

fun to use and he can afford them.

GIOVANNI FERRERO 53

2 / Giovanni has been to many places in the world because he likes to travel and experience new things.

ITALIAN

3 / Giovanni has invested a lot of money in technology companies such as

INVESTOR

Apple and Meta because he thinks these companies will be very prom-

NEW YORK

ising in the future.

4 / Giovanni believes that Jobs is the most successful CEO in the history of technology, because he admires Jobs’ intelligence and decisiveness.

5 // Even though Giovanni’s learning ability is not as good as that of young people, he still strives to learn to use new technology products. Because he had a lot of fun with these products.

6 // Giovanni is trying hard to use more smart home products in his home, even if he doesn’t know much about them. Because he finds it very convenient to be able to easily control the lights and TV in the house.

7 /// Every time Giovanni buys the latest tech products as gifts for employees. Because he thinks the young employees will be very happy to receive these gifts. In fact, he himself will be very happy when he gets the new product.

CHAPTER 01 // INTRODUCTION

/ Keep exploring // Keep challenging /// Keep celebrating

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AMBITIOUS

1 / Paola liked taking computers apart to explore the machines inside in

NEWCOMER

her childhood because it was fun.

PAOLA GALLARDO 19 MEXICAN

2 / Paola was teaching herself PowerPoint and then tinkering with the code on her Myspace profile on her father’s old computer because she believed it was a new world to explore.

CS STUDENT

3 / Paola first heard the term computer science as a teen and decided to

EL PASO

work hard for it because she believes that computer science will make a huge revolusion in the future.

4 // Almost four years into her degree, Paola’s surrounded by professors intent on teaching her as much about computers and coding as she wants to know because she find that she really like it and wanted to learn as much as possible.

5 // Paola plans to start her own company after graduation and focus on artificial intelligence because helping people through computer technology is her dream.

6 // Paola turned down offers from Google and Amazon because she wanted the freedom to do the research she wanted.

7 /// Paola often shares her latest work in the open source developer community because she really loves the feeling of sharing the joy of success with everyone.

CHAPTER 02 // AUDIENCE PROFILES

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VISUAL STRATEGY GUIDE // TWA

TREND MIXER

1 / Ace J as an electronic music DJ likes to study all kinds of interesting audio technology and often draws to study all day. Because he likes to add

ACE J 24 AMERICAN ELECTRONIC DJ NY

various original elements to his music.

2 / Ace J often travels to different countries to perform. During his travels he collects a lot of music-related tech gadgets. Because he thinks these gadgets are very interesting and represent the place.

3 // Ace J is very knowledgeable and always learning the latest digital audio technologies. Because he thinks these will help his music represent the future of pop.

4 // Ace J works with audio technicians to adjust all equipment and effects before each performance. Because he’s very tech-savvy and wants to take full control of the show.

5 // In the pandemic, Ace J has researched online streaming by himself and has successfully launched several live shows without the help of others. He likes to dig into these new technologies that are relevant to him but don’t understand because he thinks these new things are very cool and can make his show better.

6 /// Ace J considers his performance to be the most successful moment.

His performance is a celebration of his previous efforts because he enjoys the process of creating new works and then performing them.

7 /// Ace J records a video after a successful performance to show the production process and story of his music. He was happy to do this because he felt it would bring everyone together to celebrate his success.

CHAPTER 02 // AUDIENCE PROFILES

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HARDWORKING

1 / Anna likes her research direction and hopes to keep improving the

GENIUS

architecture to make it more efficient as she keeps researching new technologies and exploring new approaches.

ANNA DUVALL 32 AMERICAN

2 / Anna always open to new experiences because she is very curious and good at accepting new things.

DATABASE ENGINEER

3 / In her operations work, she often tries to debug servers with different

SAN FRANCISCO

devices like iPads, Surfaces and GPDs because she likes to experiment with different devices and find out their pros and cons.

4 / Anna likes to read books that are not related to her profession.

Because she wants to know more interesting story about everything.

5 // Anna has been actively helping colleagues while also leading development efforts because she believes that with great power comes great responsibility.

6 // Anna has a very good annual income, but she still wants to start a business with some like-minded friends. Because she didn’t want to stop there. She wants to try more possibilities.

7 /// Taking breaks is a unique way for Ana to celebrate her progress. In her off time she likes to do things she has never done before. Because she felt that experiencing a new life would enrich her life and help her make decisions.

CHAPTER 02 // AUDIENCE PROFILES

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OLD SCHOOL

1 / Elise loves film photography and enjoys finding the essence of

ARTIST

photography because she loves the unique texture and original experience of film photography.

ELISE BUCH 36 AMERICAN

2 / Elise is passionate about traveling in unexplored places where she can get close to and integrate with nature.

PHOTOGRAPHER

3 / Elise studied photography and film development on her own and

SEATTLE

succeeded in doing so. Because she wanted to find her own way to document nature.

4 / Elise often goes camping alone because she can relax and conceive new works by herself in the natural environment.

5 / Elise still uses the Asahi Pentax 6x7 film camera because she thinks it is good enough for her photography needs.

6 / Sometimes Elise she paints when she finds a perfect location because she always want to try new ways to express her passion.

7 / She doesn’t pursue the perfection of the final work too much because she believes that the process of creating the work is more important.

CHAPTER 02 // AUDIENCE PROFILES

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HIPPY-LIKE GUY

1 / Paul has been working in this library for over 20 years and he still loves his work although this is not a perfect job. Because every day he

PAUL MCINTOSH

sees different people while doing familiar things.

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2 / Paul likes to talk to people who come to the library, he talks about

AMERICAN

everything because he’s a social person.

LIBRARIAN

3 / Paul almost knows the location of every book in the library because

CLEVELAND

his daily job is to organize them.

4 / Paul’s still using the iPhone 4 he bought years ago and doesn’t plan to replace it. Because he thinks the iPhone 4 is enough for his daily use.

5 / Paul doesn’t like to travel because he likes to stay in familiar surroundings and do familiar things.

6 / Paul’s day is very regular, whether it’s when he wakes up or what he watches at night. Because he thinks such a simple life is good.

7 / Paul’s TV has broken down four times, and every time he tries to find someone to fix it because he doesn’t feel the need to get a new one, even if he has enough money.

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BRAND GRID Like people, brands have personalities. Each brand can be described in a very distinct way. One tool to help visually deccribe the brand at a glance is the use of the brand grid. In the exercise, we will define both the current and future state of the brand in the grid.

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CURRENT CLASSY STRONG EXPENSIVE EXQUISITE BOLD

VISUAL STRATEGY GUIDE // TWA

CHAPTER 03 // BRAND GRID

TWA

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FUTURE (ASPIRATIONAL) FUTURISTIC ELEGANT FAST POWERFUL CUTTING-EDGE

VISUAL STRATEGY GUIDE // TWA

CHAPTER 03 // BRAND GRID

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CURRENT COMPETITORS

These are the brands that TWA would currently be seen as in compitition with. All of these brands are in the same space, but each of them has specific values and missions that makes each of them different in their way.

Emirates is the largest airline and one of two flag carriers of the United Arab Emirates. It is also the largest airline in the Middle East, operating over 3,600 flights per week from its hub at Terminal 3 of Dubai International Airport

The All Nippon Airways is an airline in Japan. Its headquarters are located in Shiodome City Center in the Shiodome area of Minato ward of Tokyo. It operates services to both domestic and international destinations and had more than 20,000 employees as of March 2016.

Hainan Airlines is an airline headquartered in Haikou, Hainan, People’s Republic of China. It is dedicated to providing safe and comfortable travel experience for passengers. “Fly Your Dreams”, Hainan Airlines is determined to be a Chinese worldclass excellent aviation enterprise and brand in the world.

CHAPTER 03 // BRAND GRID

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Qatar Airways is the state-owned flag carrier of Qatar.

Headquartered in the Qatar Airways Tower in Doha, the airline operates a hub-and-spoke network, flying to over 150 international destinations across Africa, Asia, Europe, the Americas, and Oceania from its base at Hamad International Airport, using a fleet of more than 200 aircraft.

Singapore Airlines is the flag carrier airline of Singapore with its hub at Singapore Changi Airport. It has been ranked as the world’s best airline by Skytrax four times and topped Travel & Leisure’s best airline rankings for more than 20 years.

Lufthansa is the flag carrier and largest airline of Germany. It is continuing to invest in numerous services with which passengers can personalise their journey. From the Internet on board to à la carte dining, there are no limits set on your personal wishes.

Alaska Airlines is a major U.S. airline and Alaska believes the refreshed look reflects the warm relationships their employees have built with customers and allows them to stand out in a compelling way as they build loyalty and attract new customers.

American Airlines is a major U.S. airline and the largest airline in the world by fleet size, scheduled passengers and revenue passenger miles.

Delta is committed to making flying better. Delta’s goal, to be recognized, is its commitment to delivering industry-leading products and services to its 80,000 passionate and committed Delta employees.

United Airlines is the major airline in the United States and the third-largest airline in the world by fleet size and number of routes. Their goal is to make every flight a positive experience for their customers. Their United Customer Commitment explains our specific service commitment so that we can continue to maintain a high level of performance and improve as much as possible.

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ADJACENT COMPETITORS

Adjacent competitors do not necessarily sell the same product, but could be something someone would potentially buy instead.

There are cutting edge technology options or computer science.

Space Exploration Technologies Corp. is an American aerospace manufacturer, a provider of space transportation services, and a communications corporation

Blue Origin is an American privately funded aerospace manufacturer and sub-orbital spaceflight services company.

Foundedby Jeff Bezos, the founder and executive chairman of Amazon, the company is aims to make access to space cheaper and more reliable through reusable launch vehicles.

Boston Dynamics is an American engineering and robotics design company and it is best known for the development of a series of dynamic highly-mobile robots, including BigDog, Spot, Atlas, and Handle.

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The Boring Company is an American infrastructure and tunnel construction services company founded by Elon Musk. Its current and proposed projects are designed for intra-city (“loop”) transit systems.

Nvidia Corporatio is an American multinational technology company. It is a fabless company which designs graphics processing units (GPUs) for the gaming and professional markets, as well as system on a chip units (SoCs) for the mobile computing and automotive market.

Neuralink Corporation is a neurotechnology company developing implantable brain–machine interfaces (BMIs) co-founded by Elon Musk and others.

Intel Corporation, stylized as intel, is an American multinational corporation and technology company. It is the world’s largest semiconductor chip manufacturer by revenue, and is the developer of the x86 series of microprocessors, the processors found in most personal computers.

Cisco is an American multinational technology conglomerate corporation. Cisco develops, manufactures, and sells networking hardware, software, telecommunications equipment and other high-technology products.

International Business Machines Corporation (IBM) is an American multinational technology corporation. It produces and sells computer hardware, middleware and software, and provides hosting and consulting services in areas ranging from mainframe computers to nanotechnology.

Virgin Galactic is an American spaceflight company founded by Richard Branson. The company is developing commercial spacecraft and aims to provide suborbital spaceflights to space tourists. Virgin Galactic’s suborbital spacecraft are air launched from beneath a carrier airplane known as White Knight Two.

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ASPIRATIONAL COMPETITORS

Aspirational competitors are what I would like to see TWA in competition with in the future. Here are businesses that are inspirational and innovative.

Meta Platforms, Inc. and formerly known as Facebook is an American multinational technology conglomerate. Meta’s focus will be to bring the metaverse to life and help people connect, find communities and grow businesses.

OpenAI is an artificial intelligence (AI) research laboratory. The company, considered a competitor to DeepMind, conducts research in the field of AI with the stated goal of promoting and developing friendly AI in a way that benefits humanity as a whole.

DeepMind Technologies is a British artificial intelligence subsidiary of Alphabet Inc. DeepMind has created a neural network that learns how to play video games in a fashion similar to that of humans, as well as a Neural Turing machine, or a neural network that may be able to access an external memory like a conventional Turing machine, resulting in a computer that mimics the short-term memory of the human brain.

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Verily Life Sciences is Alphabet Inc.’s research organization devoted to the study of life sciences. Verily is focused on using technology to better understand health, as well as prevent, detect, and manage disease.

X Development LLC is an American semi-secret research and development facility and organization founded by Google. X is a diverse group of inventors and entrepreneurs who build and launch technologies that aim to improve the lives of millions, even billions, of people.

Decentraland is one of the big companies developing Metaverse as a platform for content producers and enterprises looking for a new artistic medium or any commercial opportunity.

Roblox Corporation is focused on building a creator economy Metaverse while offering an open gaming platform to let players create their own digital and interactive worlds. It is gaining popularity for building a business model of the Metaverse.

The clear leader in cloud computing, AWS offers both consumer and business-oriented AI products and services, and many of its professional AI services build on the Ai services available in consumer products.

Microsoft is a popular company for Meta focused on developing a series of Metaverse applications on the top of the Mesh platform. It is also building a new augmented reality chipset for Metaverse with Qualcomm for providing access to new features.

Reality Labs is a business of Meta Platforms that produces virtual reality (VR) and augmented reality (AR) hardware and software, including virtual reality headsets such as Quest, and metaverse platforms such as Horizon Worlds.

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BRAND ATTRIBUTES

Positive Words

Negative Words

// adventurous

// overrated

// innovative

// meaningless

// fearless

// stagnant

// enterprising

// antiquated

// intelligently

// ineffective

CHAPTER 03 // BRAND GRID

Neutral Words

Aspirational Words

// practical

// inspirational

// realistic

// boundless

// interesting

// energetic

// cooperatively

// fancifully

// worthwhile

// uncompromising

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// COLOPHON COURSE GR604_The Nature of Identity INSTRUCTOR Hunter Wimmer DESIGNER Jingjing Zhao PHOTOGRAPHY CREDITS Getty Images AP TWA Museum The New York Times NASA