Sri Lankan Airlines

In 2020, SriLankan Airline primarily focused on showcasing its signature hospitality and comfortable cabins through a traditional marketing approach. However, as the value of their existing campaign diminished over time, it became clear that a brand refresh was overdue. Recognizing the need for a more modern and passenger-centric strategy, SriLankan Airlines approached agencies to revitalize their brand, shifting the focus from traditional elements to a more customer-focused narrative.

The following visuals and art direction, which I created, were selected by Dentsu Grant as their preferred approach to the challenge. The concept, inspired by the tagline ‘Taking You There,’ shaped the entire visual narrative. This new direction places a strong emphasis on the passenger and their destination, delivering a clear and impactful message. It highlights SriLankan Airlines’ extensive network of destinations while conveying a sense of ease and trust for both local and international travelers, making it the go-to choice for their journeys.

Project Overview

My role: Art Direction

Date: 2020

Scope: Brand Refresh Campaign, Strategy

Accomplishments

  • My first task as an intern-art director.
  • Selected as the preferred concept within the agency for the pitch among senior art directors.
  • Ability to create for one of the most recognized international brands.