Bold colours, less clicks, faster loading time.
Time flies. In this case, literally.
Cebu Pacific Air is a low-cost carrier from the Philippines with flights all over Asia and parts of the Middle East and US. Diving into their digital experience, I tackled their website's biggest pain points. The low-cost carrier's online platform was cluttered and confusing, urgently needing for a user-friendly makeover.
My proposal? A sleek, intuitive redesign backed by extensive research. I analysed top airlines, conducted group interviews, and created paper prototypes to understand booking and flying behaviours. The end result: a streamlined digital experience that simplifies flight management while maintaining brand recognition.
This project is old and is kept here as an example of a very early work and how it has aged (design practices, tech, etc.).
Both a strength (easily recognisable) and a weakness (too vibrant) of their style is the very bright yellow palette used by the airline. It was distracting to the eyes as it was the primary colour and used on all their assets, and acted as a slight deterrent to people according to the interviews—it also emphasised the low-cost feel of the airline, making it look cheap and unreliable. The redesign still maintains yellow but as highlight, and infuses more blue colours - appearing as a calming, reliable, friendly and more associated with air travel and skies.
The proposed redesigned logo takes into account a lot of cultural symbols from the Philippines. The eagle is the national bird of the Philippines and having it consist of three shapes represented the three main islands of the country: Luzon, Visayas and Mindanao. The rounded shape of the head, coupled with the rounded sans-serif typeface made it look friendlier and modern, while the angled lines from the back to the front of the head add a dynamic feel to the logo.
Brand identity // Visual and product design // UI/UX // Creative direction
