British Airways

British Airways new uniform and colleague engagement

Bond British Airways New uniform case mobile


Experience Design, Digital Design


  • Internal communications and engagement awards 2023 Gold winner

  • Grand prix award IoIC 2023


Technology, Fashion & Apparel

Bond collaborated with British Airways on the internal communications for the design of their new uniform collection. This included enhancing in-house engagement and developing an application to poll staff and showcase the collection. These efforts contributed to British Airways meeting their engagement goals and winning a gold prize in the Internal Communications and Engagement Awards 2023.

Photography by: Kulbir Thandi

British Airways tasked us with guiding their staff through a journey of change, culminating in the unveiling of their brand new uniforms.

Ensuring employee involvement in the design process was essential, so we created a mobile application to gather feedback from over 35,000 colleagues. This app evolved into a communication platform for exchanging feedback with the client. The final phase was to develop the reveal application – the main purpose of the app – to provide colleagues with a tool to discover and navigate their uniform, what looks they could wear and how.

BA pilot hat

A challenge was to seamlessly display all attire options in the application, given the new uniform selection consists of nearly 100 individual products.

Each item required photography, including modelling by colleagues, as well as flat lays and videography to showcase various looks and how the uniform pieces complement each other. These options were organised into 10 wardrobe choices based on job roles, with selections available for both male and female employees.

TurbanFlight AttendantBA Scarf
Crew Jacket and Tie landscape

An experience created for the BA team by the BA team. Each wardrobe look led with a hero video of a staff member wearing the uniform, complimented with images of each item within the full-look, as well the accessory items that could be ordered.

Teaser videos of the uniform were created prior to launch, honing in on the craftsmanship of the patterns and the quality of the materials.

BA EngineerCrewBA Cargo Jacket Behind

The technology for British Airways' uniform reveal needed to prioritise security, speed, and user-friendliness.

To accommodate all staff worldwide, a web-based experience was chosen for optimal interface and usability. The scalable digital experience received over 1 million hits within 72 hours of launch, delivering over 100GB of unique data.

Gatsby was used for fast performance and adaptability, while the Hygraph CMS ensured flexible content management that matched the frontend. Analytics from the platform provided insights into user behaviour, including content access locations, popular uniform views, and viewing duration, empowering British Airways to understand usage patterns effectively.

BA speedmarque
BA Sleeve

With our British Airways colleagues always driving the creative process, it was a natural fit to focus our cameras on members of the BA staff rather than professional actors. Some were quite new to the photoshoot process, so we focused on fostering a relaxing environment to deliver authentic images that showed the BA uniform in its full potential.

Flight Attendant JacketMale Pilot

The overall creative vision guides the eye towards the unique design of the uniform – like the BA speedmarque that is woven directly into the fabric.

Oswald Boateng Image

The Outcome

The opportunity

Digitally support the internal change management of the introduction of a new uniform.

The brand

Creating an emotional engagement with British Airways employees and colleagues.

The result

A digital transformation project that engaged colleagues in the transformation journey resulting in the successful launch of the new uniform. Wider British Airways brand recognition for awards won.

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