As we tackled this project to build the new JAL corporate website, we asked “What kind of communication is needed to give JAL an even greater sense of appeal as a company?” We defined the brand appeal JAL has always had and came up with various wishes that JAL can make a reality: "I want to travel", "I want to fly on a reliable, safe, functional airplane", "I want a job in aviation." Then we needed to give forms to content designed to give those wishes visual appeal.
In the early phase of the project, we put together the research, planning, and logic. The director and the art director took the lead roles, we collected logic-based data, from researching the competition to visual research, determining the targets, and so on. And on the content side, we used trial and error, building mock-ups and working out ways to convey the visual appeal.
To create the website we worked with outside photographers and writers for tasks such as photo and video shooting. At the same time, we started creating the parts needed to assemble the design language. We worked out a plan that would enable coherent communication in all situations, paying very close attention to details such as the rules and the quality of the photography, pictograms, colors, and language.
By returning to the origins of visual communication, we built a website that gives users a deeper understanding of Japan Airlines the company, we didn’t simply do a framework renewal that left the website essentially unchanged. The time-lapse video on the home page not only functions as a catalyst for corporate understanding, but was a way of making the home page so attractive that users would want to watch it for a long time and overturning the conventional wisdom on the corporate home page.