LEGACY BRAND RELAUNCH
SCAD PROJECT (2025)
PAN AM CONCIERGE
This project proposes a digital relaunch of Pan Am for younger audiences who never flew with them in the first place, exploring a paradox: the values that once killed the company are precisely what make it desirable once again.
was the world's first airline to offer regular international travel. Peaking in the late 60s, their pilots became icons and their brand synonymous with globalism, cultural curiosity, and elegance.
THE END
The company went out of business in 1991 because of a disconnect with the evolving travel industry at the time: their attention to detail and high-quality service became unsustainable within a market that demanded, above all else, cheap and fast options. Their service was too premium.
CORE INSIGHT
Cheap and fast travelling now feels like a rushed attempt to tick locations off a list. Trends like wellness escapes and local hidden gems indicate a shift in demand, showing how the values that made Pan Am's business model unsustainable in the early 90s are exactly what younger generations seek 25 years later: curation, conscious design, and care.
THE RESURRECTION
Pan Am is reintroduced as an AI-driven travel concierge that helps a mobile-first generation to travel like it's the 1970s: elegantly, but also vulnerably open to new experiences. Instead of an airline, it becomes a trusted curator and organizer of meaningful global experiences.
The renowned, cosmopolitan Pan Am flight attendants are revived as digital avatars inspired by 70s animations.
The iconic globe is surrounded by a frame: it's Pan Am - inside your devices.
A sleek and lightweight font balances the composition, which retains the iconic Pan Am display typeface.
The UI interface is inspired by vintage boarding passes, including the occasional use of a typewriter font style to make the experience feel more tactile.
EXPERIENTIAL ACTIVATION
The relaunch would begin with a stunt in one of the few establishments that never ceased to offer Pan-Am-level service: Maxim's, a famous Parisian restaurant that historically catered for the airline.
Without previous notice, a dinner at Maxim's would slowly transform into an in-flight experience: servers become flight attendants, plates turn into trays, lighting shifts, and ambient aircraft sounds take over the room. At the end of the night, instead of a bill, guests would receive an invitation to beta test Pan Am Concierge.
AWARENESS CAMPAIGN
Inspired by old school Pan Am illustrations, destinations posters are reimagined inside a smartphone frame - just like in the new logo. Above the phone, a simple tagline: "Your new app for travelling back in time."
OAXACA
PATAGONIA
MARRAKESH
SOCIAL MEDIA
Yesterday night, Maxim's travelled back to the 70s in Pan Am fashion. Where would you like us to bring time travelling to next?
Say hello to Chase, our North Africa specialist concierge! If you want to plan a trip to Algeria, Morocco, or Egypt, he's your guy!
