The document outlines a beer and brainstorming session hosted by Big Studio, facilitated by Mario Machado, aimed at exploring the airline personas for Pan Am. Participants will engage in design thinking exercises to define Pan Am's brand audience and values while sampling beers from around the world. The session includes analyzing audience segments, competitors, and brainstorming unique branding elements to reimagine Pan Am for contemporary markets.

1. www.bigstudioconsulting.com
1 Broadway. 14th floor
Cambridge MA 02142
info@thebig-studio.com
Big Studio Beer & Brainstorming Session
Facilitated by Mario Machado
Exploring Airline Personas

2. About the
Session
What is Beer and Brainstorming?
Beer & Brainstorming is an opportunity
for clients to explore design thinking
principles and rapid brainstorming
exercises to get to unique solutions with
the Big Studio team.
Oh, we also sample delicious beers
from around the world.

3. Brand Exploration Overview
Define Pan Am’s audience, values, and market
perception. Complete exercises to come to a
consensus on the visual direction of the
company based on the defined understanding
of their brand.
Exercises:
• Overview the Brand
• Determine the Audience
• Visualize the Brand
• Create Features
DEFINE
AUDIENCE
VISUALIZE
BRAND
ASSESS
FEATURES
DETERMINE
BRAND
VALUES
10
min.
20
min.
15
min.
10
min.

4. Background of Brand
Teams are given Pan Am as the brand to reimagine for current times.
Brand
• Est. 1927
• Went bankrupt 1991
• Strategy 1: Cheaper Flights
• Strategy 2: Quick travel to desirable destinations
• Strategy 3: Established Name

5. Competitors of Brand
Teams are introduced to Pan Am’s competitors of today.
Competitor 1
Competitor 2
Competitor 4
Competitor 3

6. Determine the Audience
Teams listed the primary & secondary audience.
Primary Audience:
• Executives
• Politicians
• Families (High End)
• Salespeople
Secondary Audience:
• Students
• Military
• “Air Warriors”
• Working Folk

7. Visualize the Brand: Team 1
Each team finds an image, phrase, or word that would be right for the client.
Phrase:
• “Get Further”
• “Award Yourself”

8. Visualize the Brand: Team 2
Each team finds an image, phrase, and/or word that would be right for the client.
Phrase:
• “Just Lux”

9. Storytelling Exercise
The teams put all the elements together in a story format using Big Studio story sheets.
Features:
• Extends Beyond Air – Assistant
• Customized Segment of Plane
• Soundproof Area
• Food Cooked to Order
• Super Toilets
Not Important:
• No Peanuts
• Not Chartered
• Limited Destinations
• No Emergency Exits
• No Sharing

10. Big Studio Team

11. Join
us
for
our
next
session
info@thebig-­‐studio.com