Runway
Flight attendants are the brand ambassadors for the Delta brand - they
are the customer facing arm of an 80,000 strong corporation, and Delta
was looking for a way to keep them close to management and each other.
To accomplish this, Delta approached BR& to create a magazine that would
speak directly to them.
With the explicit goal of creating a delightful and informative communication
tool that helps breed Delta fanatics, BR& created RUNWAY. Inspired by the
fun, light read of People magazine combined with the clean, high fashion
look of Vanity Fair, we wrote, art directed and designed a personal and
informative book for flight attendants.
After an incredibly successful first issue, Delta decided to send out Runway
to its In-Flight Service team twice a year. Each issue centers around a
theme developed by BR& that highlights topics that are important to the
flight attendants, including design, health & wellness, and innovation.
The content is tailored to the theme and includes tips, tricks and useful
information flight attendants need.
BR& handles the entire project, from theme development to the photo
shoot, to overseeing the printing. We also created an custom font, Runway
Didot, that’s used throughout the magazine as a subtle nod to Runway’s
haute couture inspiration.
Sent out to 23,000 flight attendants and Delta executives across the world,
the magazine has become an enormous success. It has created a stronger
connection between the flight attendants and their leaders, and has
provided substantive and informative touch points.