Communication Design to Appeal JAL as a Story
Japan Airlines is a leading company in Japan, so this complete website renewal project aimed to "improve brand image via the website" and become the benchmark site in the world. With the requirement that the content must give users a sense of brand appeal, FOURDIGIT not only coordinated the information structure, but also reviewed everything from the planning to the visuals and copy writing, and also undertook still and video shooting.
Solution / Output
ResearchAnalysisStrategic PlanningUX DesignContents DesignUI DesignVisual DesignFrontend Development
Define the Appeal of the Company and Emphasizing
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.
Research All Stakeholders and Examine the Messages
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.
Unified Experience with the Detailed Design Systems
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.
Transition from Hierarchical Link Collection to Storytelling in Design
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.
Japan Airlines Co., Ltd.
- Takehiro SUENARI
- Wataru INABA, Kazuyuki TAKEDA
- INFORMATION ARCHITECTURE
- Wataru INABA, Kazuyuki TAKEDA
- PROJECT MANAGEMENT
- Wataru INABA
- Wataru INABA, Noriyuki ARAI, Kennosuke FUKUMOTO
- CREATIVE DIRECTION
- Kazuyuki TAKEDA
- Natsumi ISHKAWA, Kyoko SEKIGUCHI, Toshiki KOSUGI, Sayaka KUBO
- Rie IMAOKA, Humi SUZUKI, Takuya ABE, Yuki SUZUKI
- Sachie ABIKO
- MOVIE PRODUCE
- Shinya OMI, Yumi NAKAJIMA [amana inc.]
- MOVIE SHOOTING
- Jun MATARAI, Naomi Circus [un Corporation.]
- MOVIE EDIT
- Shinya NAKAGAWA [amana digital imaging inc.]