WestJet brought us on to work on the design of the airline’s new fleet of Boeing 787-9 Dreamliner, as part of a move to transition from a regional airline to a world-class carrier.
In a project spanning just 18 months, PriestmanGoode was able to deliver a unique design across three cabin classes inspired by the Canadian landscape and the First Nations to create a contemporary look and feel to reflect ‘the most Canadian of Canadian airlines’.
The progressive project saw WestJet move from the budget market to being a serious competitor for top-tier long-haul carriers, able to compete with some of the world’s most established airline brands.
In addition to the cabins, PriestmanGoode worked with WestJet to conceive the brand story and translate the onboard product into a suite of marketing materials, including promotional videos, digital cabin walkthroughs and a micro-site. Working from brand conception onwards allowed us to ensure that the brand story was clearly articulated through every step of the journey.
Drawing from distinctly Canadian themes, the cabin interior welcomes guests with a rich colour palette: a soothing Alpine lake blue in Economy; aurora-inspired shades and tones in Premium Economy; and in Business, luxuriously rich earth tones inspired by the splendour of Canadian summers.
PriestmanGoode’s Colour, Material and Finish team worked closely with industry-leading suppliers to develop a material palette unique to Westjet.
Simple sketch models were used in the early development phase of the 3D branded elements within the cabin. These were tested and refined before being translated into designs ready for manufacture.
Ongoing reviews with the Westjet team ensured all aspects of material development and maintenance were considered.
Brand panels in the Business cabin create a considered, immersive experience that is uniquely Westjet.
The use of custom finishes and signature details elevates the design beyond customer expectations.
The deep, rich palette of colours and materials creates a calm, restful environment.
Soft fabric panels and clever use of lighting create a dramatic stage for the Westjet brand panel.
“With its Dreamliner, WestJet has broken out of the low-cost long-haul model and planted itself squarely in competition with the likes of Air Canada and American Airlines.”
FORBES, MAY 2018
PriestmanGoode and Westjet carried out multiple workshops with material suppliers to develop a bespoke dress cover. The selected design features signature stitch details and has been considered to facilitate maintenance across the life of the product.
A fresh, dynamic palette reinforces the new Westjet brand identity, with signature colours positioned to provide maximum impact.
Clever use of cross aisle space enabled us to create a social area for passengers, including this self-service bar, without compromising on overall cabin density.