Cathay Pacific on Designing Brand Experience from the Ground Up

[gallery ids="156738,156739,156732"] Throughout the last year Cathay Pacific has been working on a subtle yet significant brand overhaul that has touched everything from its livery to its lounges. Toby Smith, General Manager, Product, Cathay Pacific, spoke exclusively to Skift about how the iconic airline honors its customers wishes when designing its passenger product, while respecting a well-established brand tradition, and why airport lounges are more important than ever. Smith tells us that everything about the lasting Cathay brand and product has its foundations in four pillars of brand experience. “Considered simplicity is one of our four brand design pillars,” he says. “The others are contemporary Asia, heartfelt warmth, and joy of discovery.” When developing cabin product, Cathay puts feedback from customers at the top of the list, balanced against its product team’s experience, and designs and selects custom components that meet these pillars of brand