Tone Over Time
As part of a conceptual challenge, I was tasked with selecting an existing product or service and reimagining its advertising across four iconic time periods: 1920, 1970, 1999, and 2022. The assignment required not just creative execution, but historical awareness and an ability to adapt messaging across decades — all while maintaining brand consistency. I chose KLM Royal Dutch Airlines, a brand with a global presence and a long-standing legacy of travel, service, and innovation.
Client
KLM [SCAD]
Category
Art Direction
The central idea behind the campaign was to highlight the timeless wonder of flight, and how each generation finds its own reasons to board a plane. From the novelty and luxury of early air travel to the convenience-driven, experience-focused realities of modern flying, I developed era-specific taglines and visuals that reflected how society’s relationship with flight — and with KLM — has evolved. Each ad anchored itself in the tone, technology, and style of its era, while drawing from KLM’s consistent commitment to comfort, hospitality, and connection.
I researched the historical tone and consumer psyche of each era — exploring the post-WWI optimism of the 1920s, the liberated and exploratory energy of the 1970s, the turn-of-the-millennium tech boom of 1999, and today’s post-pandemic, purpose-driven travel mindset. From there, I crafted unique headlines, taglines, and visual treatments appropriate to each decade. The challenge wasn’t just aesthetic — it was about making the messaging feel true to each time, yet unmistakably KLM.
The core challenge was brand cohesion. How do you tell one consistent story when the visual language, cultural context, and consumer expectations shift wildly between decades? Each era demanded its own identity, yet I needed to ensure that KLM’s essence — its tone of trust, global reach, and quiet elegance — was never lost in translation.
By building every decision around KLM’s values, I was able to thread continuity through contrast. The 1920s ad celebrated luxury and global reach with romantic copy and art deco visuals. The 1970s leaned into a sense of liberation and international exploration. In 1999, I played up tech optimism and the seamlessness of booking and boarding. And for 2022, I focused on emotional reconnection and responsible travel. Each piece became a time capsule that still felt relevant — a tribute to how some brands, like KLM, evolve without losing who they are.
