Cathay Pacific
Product Design Manager / 2015-2017
Cathay Pacific is the flagship international airline of Hong Kong. Collaborating with Eight Partnership, an award-winning global branding and design firm, the airline underwent a major brand refresh between 2014-2016 with the design philosophy of “Softly spoken, strongly felt”. The refresh updated their iconic brushwing logo, consolidated their then regional airline Cathay Dragon under a single Cathay brand.
The refresh also overhauled various touchpoints of the customer journey, such as inflight service, merchandise, airport lounges, and loyalty programme.
Marco Polo Club Gift Collection
To recognise the journeys of Cathay Pacific’s most loyal frequent flyers, a collection of lifestyle products was created as premium gifts for Marco Polo Club, Cathay’s loyalty programme. To tell the cohesive story of the joy of travels, Harold managed the collaborative design process with six global brands ranging from travel bags to oil diffusers, threading a subtle visual language throughout the collection. Conducting design workshops with each brand and delving into their brand essence, product range and manufacturing processes, the design language of warm titanium and a thread of Cathay Jade Green was coordinated across the collection.
Aircraft Upcycling Merchandise
Celebrating their 75th anniversary, Cathay Pacific created a collection of pen and card holder using the aluminium fuselage of their recently retired B-HUJ, record-breaking Boeing 747-400 aircraft. The first commercial passenger aircraft in the world to fly 8,590 miles non-stop over the North Pole, its fuselage is melted into aluminium blocks and crafted into the items that resonated the signature hump of the “Queen of the Skies” and Cathay Pacific’s archival livery, connecting back to its legendary past as Cathay’s fleet.
Cathay Dragon Crew Uniform
Cathay Dragon was the regional airline wholly owned by Hong Kong's flagship carrier, Cathay Pacific. Rebranded from Dragonair to Cathay Dragon, Eight Partnership was appointed to align the new brand with Cathay Pacific in multiple aspects.
Visual consistency and alignment between cockpit and cabin crew is created by design both full and half wing badge in the same design. Rather than drawing inspirations from more traditional wings of birds, a contemporary approach is taken by looking at the curvatures of jet engine blades, giving the badges a wing-like twist.
Coherent with the colours and design of the wing badges, the cockpit crew uniforms were also refreshed with matching buttons, epaulettes, tie, and belt, while cabin uniform were updated with new name badge and luggage tag.
Working with various manufacturers and suppliers, the designs were executed by working closely with the production process, through multiple stages of 3d printing, sampling, pre-production prototypes and mould making.