British Airways

Setting new standards of excellence.

As the strategic brand consultant for British Airways, FutureBrand has worked closely with the national flag carrier since the 1980s to develop and launch key branding initiatives across the organization.

FutureBrand’s deep understanding of the British Airways masterbrand has enabled us to apply strategic thinking to all aspects of the business, including cabin brand experience for the First and Club World categories, among others.

In addition, FutureBrand created and implemented the hugely popular Terraces lounge concept and, more recently, the flagship First lounge and Molton Brown Spa at London’s Heathrow Airport.

Following a change in business strategy in 1999, FutureBrand worked with British Airways to develop a new brand positioning, building service and status back into the corporate language. The new positioning and livery were codified in a brand book and a complete set of communications guidelines.

In all these assignments, FutureBrand has articulated the brand through the development of the brand experience, set new standards of excellence throughout the industry and reaffirmed British Airways as one of the world’s leading airlines.