Branding

A target group of 4- to 15-year-old boys and girls is not easy to communicate to. The visual style created for British Airways Skyflyers was based on a 'dot' formation. As well as its broad appeal - confirmed by research - it has great flexibility. For very young children, the 'dot-to-dot' style is reminiscent of a jigsaw while it also feels funkier for the older age range.