Creative director: Anastassiya Palko
Artists: Anastassiya Palko, Anna Bystrovina, Ilya Nikitchuk
Designer: Dauren Serikbayev
Project manager: Ingkar Omar
BRIEF: To develop the design of wall and table calendars according to the theme of travel, directions of the Air Astana route network as gifts for employees and partners in Kazakhstan and around the world.
IDEA: In 2020, Air Astana carried over 3.7 million passengers. Each flight is a mix of different nationalities, cultures, traditions, and characteristics combined on board the airline.
This theme is about tolerance, friendship, hospitality in Kazakhstan and the main values of the national air carrier. Attention to the national traditions of all peoples one of the main priorities in airline.
In 2018, Air Astana's air fleet was replenished with the first Airbus Neo Long Range aircraft in the CIS. This handsome has become the most elegant and fancy board, combining pillows with the signature ornament, felt blankets, and headrests with the same motives. These details have become recognizable and loved by passengers.
Therefore, it was decided to combine multi-nationality, ethnicity, and style of recognizable details of the aircraft.
We were inspired by Pirosmani's paintings, Chinese graphics, historical Korean miniatures, as well as fairy tales and myths of different nationalities. Each painting was hand-painted by artists, respecting all the features of business and economy class seats, as well as branding details and patterns.
Air Astana employs 5,000 people around the world and we wanted employees in different countries to be part of the concept. Therefore, all sketches were discussed with representatives of different countries in order to avoid mistakes in cultural characteristics.
RESULT: We received a huge response from colleagues around the world with gratitude for the chosen theme. This project was literally dismantled into postcards, printing, mailing, digital media. In addition, this project became part of the large Air Astana DNA exposition, as a special contribution to the culture and development of the airline.