Developing the world’s most high-end inflight title

Client

United Airlines for Ink Global

Brief

Establish Rhapsody as the world’s best upper class airline title and Hemispheres as the most useful.

Approach

A new logo, strapline, section titles, typography and templates for Rhapsody title-wide. Close contact throughout with the Ink Global editorial team in Brooklyn and the United Airlines marketing team in Chicago.

Hemispheres is famous for their ‘Three perfect days’ cover franchise. Cover development work saw a new approaches to coverlines, art direction and branding.

Outcomes

Rhapsody has now published work by literary stars such as Joyce Carol Oates, Rick Moody, Amy Bloom and Pulitzer fiction prize winner Mr. Doerr, author of ‘Ice Storm. The title is widely regarded as one of the world’s finest customer magazines, with the New York describing it as: ‘A loftier, more cerebral amenity to its first-class passengers.’

New logo and positioning
United press ad, showing the importance of Rhapsody to the brand
New templates and departments were created throughout
Cover test, featuring the 'Three perfects days' franchise
Alternative cover test
Hola! Map art, along with the key greeting of each city
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