We then identified the design criteria for this interesting challenge:
Functionality
Comfort and ease of movement
Appearance
Neat, stylish and on-trend
Brand & Corporate
Colour system for different levels (Passenger Services and Duty Manager)
Our team conducted a study of the SATS Passenger Services uniform to understand the style and colour as well as the need to differentiate between different levels of staff. We also reviewed several types of materials typically used for headscarves in order to make an informed recommendation.
With the creative direction set, we then explored different permutations of how the headscarf might be worn, illustrating different style options for the Passenger Services and Duty Manager headscarves, and using a combination of colours and patterns to reach a final recommendation.
The solution is a distinctively stylish headscarf design, one that complements the existing SATS uniform, builds a sense of personal pride in the people wearing it and demonstrates the SATS brand’s cultural sensitivity as it travels across the region.