Back to Work

Aviation . Consulting Creative Direction

Qatar Airways

Qatar Airways brand mark used as temporary hero visual for case page

Client

Qatar Airways

Role

Consulting Creative Director (Wunderman PXP)

Year

2016-2017

Scope

Website Concept & Design Rollout

The Challenge

Translate premium service into a coherent first-class brand experience.

As Consulting Creative Director with Wunderman PXP, I worked on shaping Qatar Airways' first-class travel experience across both the pitch-winning phase and implementation. The challenge was not to design isolated touchpoints, but to define a clear creative basis that could carry consistency across the journey.

The project needed to feel unmistakably premium while remaining operationally usable across channels, teams, and formats.

The Approach

Build the system first, then scale the experience.

I focused on establishing a strong creative foundation: visual direction, experience principles, and decision logic that teams could apply consistently. The work centered on clarity, hierarchy, and detail so each moment felt first-class without becoming decorative noise.

The objective was durability: a basis that could continue to guide execution long after the initial project phase.

I am especially proud of this project because the foundation we built is still in use today.

The Outcome

A long-lasting first-class experience framework.

The work delivered a coherent creative baseline for a premium travel experience at global scale, with website concept and design rollout as core deliverables. It aligned strategic intent with practical execution and created a shared direction teams could keep building on.

Years later, the core basis remains active, which is the strongest signal that the underlying decisions were sound.

Qatar Airways case visual from Behance project image 1
Qatar Airways case visual from Behance project image 2
Qatar Airways case visual from Behance project image 3

Impact

What made the work durable.

1

Unified creative basis for first-class touchpoints

1

System-led direction designed for long-term use

1

Premium brand experience still working from that foundation

Previous Project They Fight With Cameras

Start a Project

Ready to give your brand a shape?

Get in Touch