1 Broadway. 14th floor
Cambridge MA 02142
Big Studio Beer & Brainstorming Session
Facilitated by Mario Machado
Exploring Airline Personas
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.
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.
• Overview the Brand
• Determine the Audience
• Visualize the Brand
• Create Features
Background of Brand
Teams are given Pan Am as the brand to reimagine for current times.
• Est. 1927
• Went bankrupt 1991
• Strategy 1: Cheaper Flights
• Strategy 2: Quick travel to desirable destinations
• Strategy 3: Established Name
Competitors of Brand
Teams are introduced to Pan Am’s competitors of today.
Determine the Audience
Teams listed the primary & secondary audience.
• Families (High End)
• “Air Warriors”
• Working Folk
Visualize the Brand: Team 1
Each team finds an image, phrase, or word that would be right for the client.
• “Get Further”
• “Award Yourself”
Visualize the Brand: Team 2
Each team finds an image, phrase, and/or word that would be right for the client.
• “Just Lux”
The teams put all the elements together in a story format using Big Studio story sheets.
• Extends Beyond Air – Assistant
• Customized Segment of Plane
• Soundproof Area
• Food Cooked to Order
• Super Toilets
• No Peanuts
• Not Chartered
• Limited Destinations
• No Emergency Exits
• No Sharing