Redefining Air India’s Customer Experience and Branding
Sector
Service Design
Background
Air India embarked on a transformative journey to redefine its brand essence, ensuring a consistent and premium customer experience across global touchpoints. The challenge was to communicate this refreshed identity effectively to passengers at Indian and international airports.
Tata Elxsi was entrusted with adapting and implementing the new branding seamlessly. The project involved standardizing brand elements, modernizing design aesthetics, and integrating digital innovations across 82 airports. The primary goal was to enhance brand recognition and customer engagement, reinforcing Air India’s reputation as a leading global airline with a modern, premium identity.
Challenge
Air India’s previous branding lacked consistency, leading to a disjointed user experience that impacted passenger confidence and trust. Outdated design elements did not align with the evolving expectations of modern travelers, who seek a premium and seamless journey. Signage was not intuitive, making it difficult for passengers to navigate airport environments efficiently. Additionally, the lack of digital integration meant travelers faced challenges accessing real-time updates, leading to confusion and inefficiencies in their airport experience.
Solution
Tata Elxsi implemented a holistic brand adaptation strategy focused on delivering an elevated user experience. The introduction of a custom typeface, “Air India Sans,” and the “Vista” logo ensured a visually cohesive and recognizable brand identity. To enhance passenger engagement, digital enhancements were integrated, including digital screens and QR codes, enabling real-time access to information and customer support. These additions made essential travel details more intuitive, accessible, and interactive.
To improve navigation and usability, modernized signage was introduced, featuring clearer fonts, better placement, and strategic lighting for maximum visibility. Aesthetics were also upgraded to align with premium airline standards, ensuring that every touchpoint—from check-in counters to departure gates—provided a seamless and luxurious experience. Versatile totems were designed to cater to different airport spaces, reinforcing the airline’s presence while maintaining consistency across various environments. This comprehensive approach redefined the passenger journey, ensuring ease of movement, better access to information, and a stronger emotional connection with the Air India brand.
Impact
- Elevated Passenger Experience: A seamless, intuitive, and visually engaging environment improved navigation and overall customer satisfaction, making every airport touchpoint more user-friendly.
- Strengthened Brand Recognition: A cohesive and modern brand identity reinforced passenger trust and received praise from industry experts, positioning Air India as a leading global airline.
- Enhanced Digital Integration: Successful implementation of branding at 85 airports incorporated digital elements that set a new benchmark in user-centric airline branding, improving accessibility and engagement.
