British Airways

New Uniform

Rolling out a new uniform collection to 35,000 BA colleagues worldwide is a change management challenge as much as a design one. SE Studio designed and built the entire internal communications platform — a secure web-based system handling staff polling, uniform exploration across nearly 100 options, and behavioural analytics — receiving over one million hits within 72 hours of launch. The programme won Gold at the Internal Communications and Engagement Awards 2023.

Close-up of a red and blue patterned tie with a silver tie bar over a white shirt and a navy blue sweater with red and white trim.
A pilot in a navy blue uniform with stripes on the sleeves and a matching hat, looking down, hands in pockets, against a plain background.
British Airways female cabin crew member in navy uniform, white shirt, red patterned necktie, and red-topped cap with BA emblem, smiling and tipping her cap.

First, we created a mobile application to gather feedback from over 35,000 colleagues.

After this the app evolved into a platform for feedback and communication. The app's final phase helped staff explore and navigate their uniform options, showcasing nearly 100 individual products.

Chrysler "Forward Look" speedmarque badge: a chrome circular emblem with a stylized swept wing, shown with an extended wing detail to the right.
Female flight crew member in navy blue airline uniform with red patterned necktie adjusts her cuff, smiling, against a white background.

A web-based platform was chosen for its security, speed, and user-friendliness, receiving over 1 million hits within 72 hours and delivering significant data insights.

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.

Person smiling warmly, wearing a navy blue beanie and sweater with red accents, featured in a Brooks Running campaign.
Smiling man in a navy double-breasted coat with a blue patterned scarf and red tie against a white background.
Woman in a British Airways Engineering white uniform shirt and navy cargo trousers adjusting her sleeve, against a plain white background.

The project emphasised authentic imagery by featuring BA staff instead of professional models, fostering a relaxed environment for photoshoots. An experience created for the BA team by the BA team.

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. The improvement in staff engagement earned British Airways two industry awards.

Person wearing a blue British Airways jacket with reflective stripes, viewed from the back, adjusting the hood against a white background.
Four individuals in blue uniforms with red ties and scarves, smiling, next to Ozwald Boateng for British Airways branding.
Smiling man wearing a navy blue three-piece suit and striped tie, with a dark turban, posing against a plain white background.
"Flight attendant wearing a navy blue uniform with red cuff accents and a patterned red and blue neck scarf, smiling against a plain white background."

“From briefing to execution, you have been a dream to work with.”

— Peter Lyons, Senior Communications Manager