With Etihad, I was asked to design a complete inflight entertainment system for the airline, along with their new safety video.
It was decided early on that the entire system would be wrapped in the Etihad brand, taking its cue strongly from their existing brand logo, the golden ribbon, as well as incorporating various cultural references from the brand's Middle Eastern home.
I set out to create a branded graphic world created from millions of golden ribbons, and divided into various different icons. Each icon was designed to characterise the genre which it represents (be it Romance, Action, Comedy,etc) using the colour, form, behaviour and pace of the ribbons to reflect the ethos of the genre. For example, warm coloured ribbons flowing with graceful elegance for the Romance channel, while for the Music channel, there is a more active, lively sense of motion with a vibrant colour palette, but we ensured that all the genres were underscored by the brand's gold motif.
I was always mindful that we were designing for an entertainment system, and therefore one of our key goals was to design motifs that were themselves lively, engaging and above all entertaining.