Elevate Qantas’ retail campaign templates and icon system (static & animated) to reflect the elegance and premium nature of the brand using AI and automation to gain back brand efficiency and consistancy.

Brief was to initially elevate their already successful retail icons. They expressed how much they love their style and playfulness but wanted to reflect the elegance and premium nature of the brand. Through development of the 3D sculptural version of their current icons, they determined it strayed too far from their existing. Through exploration and development, we landed on a inverse of their current with a white fill and red negative outline despite recommendation to use the sculptural.