Unum

About the project

Unum had developed an innovative business class seating solution, but its visual identity no longer reflected the quality, engineering and premium experience of the product itself.

Our brief was to evolve the existing brand—not reinvent it—creating a comprehensive set of brand guidelines that would position Unum alongside the world’s leading airline seating manufacturers. The result was a sophisticated identity system designed to inspire confidence across every customer touchpoint, from sales collateral and digital campaigns to exhibitions and product literature.

Challenge

The airline interiors industry is built on trust, precision and attention to detail. Every piece of communication needed to reinforce the same message: premium quality without compromise.

While Unum’s products were engineered to an exceptional standard, the brand lacked a consistent visual language capable of competing with established global manufacturers. We needed to modernise the identity while retaining the brand equity already established, creating a system that could scale seamlessly across print, digital and exhibition environments.

Solutions

We evolved the Unum brand into a refined visual identity inspired by the calm, comfort and sophistication of the business class travel experience. A comprehensive set of brand guidelines was created, defining everything from typography, colour palette and photography to layout systems, iconography and application principles, ensuring every touchpoint delivered a consistent premium experience.

At the heart of the identity, the Unum “U” was reimagined as a distinctive graphic device. Rather than existing solely as a logo, it became a flexible framing element used throughout the brand to shape imagery, create visual consistency and reinforce recognition across print, digital and exhibition applications. This simple yet powerful device established a recognisable design language that could scale effortlessly across every customer touchpoint.

To maximise both creativity and budget, we combined high-quality 3D seat renders with AI-assisted photography, seamlessly integrating realistic passengers into the cabin environments. This transformed technical product renders into emotionally engaging lifestyle imagery, allowing potential customers to experience the product rather than simply view it. The hybrid production workflow significantly reduced photography costs and production times while creating a rich library of premium assets for advertising, social media, exhibitions and sales collateral.

The result was a cohesive, future-proof brand system that elevated Unum’s market presence and provided a scalable platform capable of supporting product launches, marketing campaigns and continued business growth.