Experience Over Elements.
Working directly with Air Canada’s team, Teague began by articulating a clear design vision—informed by research and shaped by aspirations—that anchored all future decisions. Together, the team prioritized experience over elements to create a well-orchestrated, strong and singular cabin environment.
Research revealed that passengers respected Air Canada, but didn’t feel a strong emotional connection to the brand.
Moving the brand from ‘respected’ to ‘loved’ became the project’s mantra and essential outcome, anchoring all decisions to what would best achieve this objective.