 |
Inflight award winner: Hong Kong Airlines’ October 2015 brochure |
HONG KONG. Leading inflight concessionaire DFASS has won a design award for Hong Kong Airlines’ SkyShop magazine, published in October 2015. DFASS was named a Bronze Award winner at the 45th Creativity Print & Packaging Design Awards under the category Publications – Magazine Design (Complete Series).
Established in 1970 in the US, the Creativity International Design Awards are said to be one of the longest running, independent advertising and graphic design competitions.
Open to students and professionals from around the world, Creativity International Awards are judged by panels of advertising and design professionals.
An international panel recognised Hong Kong Airlines’ SkyShop magazine for its “excellent creative design including, but not limited to, presentation, colour, copywriting, typography, photography, message, printing techniques, layout and relevance to the category”.
DFASS partnered with CC+ to upgrade the Hong Kong Airline SkyShop catalogue in the second half of 2014. The redesign added “elegance and taste to match with Hong Kong Airlines’ identity as one of Skytrax four-star airlines, and the Most Improved Airline in 2014,” according to DFASS.
It added: “The new design featured a photo frame as our design principle to create attention for advertisements featured on the cover. Other elements from the cover including the masthead and issue number are kept outside of the frame to maximise the advertisement, and also to grab readers’ attention. The photo frame design also enhances the sense of art for the whole magazine.”
Inspired by the popularity of cosmetics among Hong Kong Airlines’ passengers, pastel colours were applied as the main colour tone for section dividers, resembling eye shadow colours from the best-selling make-up.
DFASS Deputy Chairman John Garner said: “We are proud of the award as recognition of our effort in customising the inflight sales magazine [for the] individual needs of our airline customer and passengers. The dual role of proving an entertaining read while maximising sales was extremely effective.”
Hong Kong Airlines Director Service Delivery Stanley Kan added: “We are very pleased to work with DFASS Group and their creative partner CC+. They have elevated the image of HKA SkyShop with flawless execution to match the exceptional development of the airline in the past couple of years. We look forward to growing the HKA SkyShop branding further with our partners in 2016.”
