Two designers from Other tomorrows are pinning brand design work up on the wall.
Vueling Airlines
Transformation
Roadshow
Espresso

Bringing Transformation to the Front Line

Other Tomorrows partnered with the Transformation team of Barcelona-based Vueling Airlines to design and build an educational roadshow experience. The goal was to raise awareness of Vueling Transform’s vision, initiatives, and campaigns among frontline employees across its various airport hubs, offices, and partner sites across Europe.

Challenge

Engaging frontline employees is critical to the success of the organizational transformation.

Reaching frontline employees in the airline industry presents unique challenges, especially in dynamic airport environments where crews and ground staff are constantly on the move and spread across various hubs. As the face of Vueling and key drivers of its transformation, we recognized the need to design a transformation experience that empowers them to share their insights and play an active role in shaping the company's future—no matter where they are.

A group of stakeholders seated in the Vueling offices, listening to the presenter standing and presenting with a brochure. She gestures with one hand. Vueling-branded yellow cards with numbers are on the tables. The room has glass walls and visible desks in the background.
Insights

Meeting employees where they are.

To reflect Vueling Transform's mindset and culture of transformation across the organization, the Other Tomorrows team envisioned and prototyped a kit of storytelling materials designed to travel and bring the Transform presence to the front line across their main airport hubs, partner sites, and corporate offices.

Our team created this toolkit and its materials with three distinct roadshow modes in mind: (1) a one-day activation that could travel across Vueling bases and partner locations, (2) a semi-permanent installation in one of the crew rooms, and (3) a connected digital hub that augments this spatial experience and allows employees to engage with the Transform campaign from any location.

Taking a break together and fueling up to transform.

To engage Vueling employees, our team wanted to craft a communal experience that engaged Employees with the Transform content. We designed the entire experience around a beloved ritual: taking a break and sharing a cup of coffee together, whether it's a pause from your shift at the airport if you're a frontline worker or stepping away from a jam-packed schedule at a managers’ retreat if you're a corporate employee.

The mobile setup included every component to replicate the much-loved atmosphere of coffee breaks prevalent at Vueling and in the broader context of Spanish/Mediterranean culture. The toolkit contained everything from process maps and foundational collateral to flat-pack seating and a coffee machine—allowing the team to carry a Transform coffee break anywhere. Our approach ensured that the spirit of sharing, learning, and participating in the Transformation campaign was available to every employee, making every setting a potential space for engaging in transformation and shaping the organization.

“Every single person at Vueling should see this program and the work from Other Tomorrows. We want people to fall in love with Vueling, and the best way to engage them is to show them that they are part of the future.”

Heather Figallo, Chief Transformation Officer at Vueling Airlines

Two people interact with items in a bright room with a blue and yellow striped wall displaying the word TRANSFORM. The person on the right is making coffee on an aircraft galley trolley cart. Vueling-branded luggage, signage and collateral with the same color scheme surround them. Plants are near the open space creating an inviting atmosphere.
Solution

Transform On The Go—employee engagement in a suitcase

Designed for the Field First: The roadshow prioritized a "field first" approach. It revolved around field operations and crews, actively engaging frontline employees who play a pivotal role in the success of transformation efforts.

Portable and Designed to Travel: This kit was built to travel and last. It is deployable, reconstructable, and easily set up and taken down by a single person at more than eight airports, Vueling HQ, and external partner sites.

A Modular and Flexible System: The experience was scalable and flexible, able to adapt to different spaces and audiences as needed. It can support temporary or semi-permanent installation.

A Wall that Transforms: To reinforce the message of transformation and commitment to a culture of change, our team designed a lenticular wall that transforms as you walk by it. This wall served both as a backdrop for events and photo calls and as a dynamic storytelling platform where employees could learn about their collective achievements and how they are transforming the organization.

Collage showing a presentation, pamphlets, interactive display, and VuelinING branded items in yellow and blue with the theme "Transform Together".Person walking in an urban area, pulling a yellow suitcase with "Transform On The Go" printed on it.Video (Stopmotion) of a yellow Vueling Transform suitcase showcasing all the components that contains including a coffee maker, Vueling-branded printed collaterals and an iPad. Grid of multiple slides from our final presentation featuring text, images, and illustrations in a yellow, white, and black color scheme. The presentation revolves around the themes of transformation, collaboration, and coffee culture.
Project Team

Other Tomorrows

Jen Ashman-Stauss

Nicole Nassif

Peter Strutt

María Risueño

Lee Moreau

Vueling Transform

Heather Natasha Figallo

Veronica Mae Hull

Eva Canal Pinillos

Production Partner

Kaizen Producciones Publicitarias