Environmental Design
Overview
Embarcadero's annual ice skating rink, presented by Hawaiian Airlines, brings festive fun to the holidays.
Services
- Visual Identity
- Concept Development
- Space Design
- Marketing
Problems
Consistent Brand Identity
Hawaiian Airlines stays consistent! This helps customers remember and recognize them. Using the same colors, fonts, and messages everywhere they advertise creates a strong, professional image that people can trust. It also makes Hawaiian Airlines seem fun and appealing.
Target Audience Alignment
We want to capture the hearts of those searching for unforgettable moments with loved ones. By understanding their needs and interests, we create an experience that perfectly aligns with their dreams. This approach not only connects with attendees, but also makes them yearn for that true Hawaiian vacation feeling.
Theme Integration
For a truly immersive experience, we're ditching traditional holiday themes and opting for a modern Hawaii vacation vibe. This will be reflected in all graphic design elements, creating a cohesive and unique atmosphere for attendees.
Branding across Touchpoints
We created a cohesive brand experience across everything – banners, posters, and social media. This consistent look and feel strengthens recognition and trust in both Hawaiian Airlines and Embarcadero.
Research
Market Research
Demographic Analysis
Our research team has studied the characteristics, preferences, and behaviors of the target audience through surveys, interviews, or data analytics.
Competitive Analysis
We analyzed our competitors' branding strategies, visual identities, and marketing approaches to identify successful practices and gaps.
Cultural and Societal Trends
Cultural Analysis
Our creative team learned current cultural and societal trends which influenced our design aesthetics, ensuring Hawaiian Airlines remains relevant and resonates with the audience.
Social Listening and Trend Analysis
The team monitored social media conversations and trend analysis to understand shifts in visual preferences and design sensibilities
Historical and Traditional Influences
Exploration of Heritage
We studied Hawaiian culture to combine authentic elements with modern design, honoring tradition and respecting cultural significance.
Historical Brand Evolution
Studying the historical evolution of the Hawaiian Airlines's visual identity, we learned past successes and failures to inform our design decisions.
Solutions
Develop Brand Guidelines
Hawaiian Airlines set clear guidelines for logos, colors, fonts, and design elements used in event materials. These guidelines helped everyone involved create consistent and visually appealing materials that captured the essence of the brand and resonated with attendees.
Theme-Centric Design Elements
We make sure every part of the design reflects the event's theme, from the colors to the images and fonts. We use modern and creative ideas to include iconic Hawaiian elements like shave ice, plumeria flowers, Mauna Kea and Kilauea volcanoes, and the beautiful scenery of Kailua beach.
Audience-Centric Approach
Every year, the Hawaiian Airlines Embarcadero Ice Rink learns from surveys and data to understand what our audience enjoys. This allows us to design the rink and activities to match their preferences, while still staying true to the overall theme.
Regular Brand Audits
We maintain consistent branding across all touchpoints, from pre-event marketing to on-site signage, through periodic audits and dedicated team efforts.
Lessons Learned
Hawaiian Airlines has masterfully cultivated a consistent brand identity that resonates deeply with its target audience. They understand the yearnings of those seeking unforgettable Hawaiian moments and craft a captivating experience that embodies the true essence of the islands. Integrating a modern island vibe, informed by in-depth market research and cultural understanding, keeps the brand relevant and appealing.
Their commitment to three key elements shines through:
- Theme-centric design Every touchpoint evokes Hawaiian authenticity, from the iconic Pualani logo to the lei-inspired aircraft livery.
- Audience-centric approach They prioritize the desires and needs of their travelers, ensuring service reflects genuine island hospitality.
- Regular brand audits Constant evaluation keeps the brand fresh and responsive to evolving trends, while staying true to its Hawaiian roots.
This comprehensive strategy fosters not only brand recognition and trust, but also positions Hawaiian Airlines as an authentic ambassador of Hawaiian heritage that confidently embraces contemporary design.