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Paul Wylde has enjoyed an influential career, having been noted for leading seminal brand, product and service innovations for the likes of Hawaiian Airlines, Air Canada, British Airways, jetBlue, Hilton Worldwide, JSX and BMW. His interests and experience span discipline: brand strategy, identity systems, user experience, graphic, interior and product design.

His team’s location on America’s West Coast enables intimate support for European, Asian, North, Central and South American clients.

Prior to establishing paulwylde, Paul enjoyed senior roles in some of the world’s leading design-centric organizations including British Airways, BMW Group, Imagination, Teague, Interbrand and frogdesign.

Paul’s vision is to make people smile a little more when they travel by creating beautiful moments that become life-long memories.

His team are fascinated with the concept of beauty, meaningful brand engagement, thoughtful experiences and considered design.

Vu, Henry and Gabby are all experts in the art of strategy, design and innovation and crucially, its successful application and implementation within large and complex organizations.

01 We think:

We work intensively to gain a deeper and fuller perspective of where your organization is to assess the potential opportunities for growth. We use a variety of techniques, tools and approaches. Many are hands-on, all coordinated and aligned:

• Primary & secondary research

• Internal & external audits

• Ethnography, observational studies

• Market analysis

• Internal leadership engagement

• Luminary interviews

• Business case support

• Opportunity identification

• Territory definition

02 We create:

Acting on the key insights discovered through investigation, we create the foundation for your brand or design strategy. Your purpose, meaning, role and personality. No two brands are alike: we use many exciting tools to clarify what you stand for:

• Brand positioning

• Core idea creation

• Vision, mission and values

• Personality traits

• Brand architecture

• Naming

• Visual language definition

• Innovation mapping

03 We express:

Translating intention into action is one of the most rewarding experiences for a marketing team. We have helped some of the world’s leading brands stand out and stay there by:

• Creative direction

• Brand identity systems

• Experience design

• User experience design

• Tonality

• Industrial design & packaging

• Interior design & environments

• Service design & style

• Communications, films & animations

04 We deliver:

From years of being on the client side, we appreciate that the real task begins with roll-out, implementation, people engagement and scaling of brand. We maintain that branding is application but brand concerns behavior. We support our clients with:

• Guidelines

• People engagement

• Launch & go-to-market strategy

• Evaluation & assessment

• Brand management & guardianship



Creative Director: Aviation Studios Boeing/Teague

Creative Director The Americas: Imagination Inc.

Creative Director Advanced Concepts: BMW Group

Senior Consultant: Interbrand

Global Creative Director: British Airways

Creative Director: Euro Brann


Key Note Speaker 2022: Passenger Experience Expo Conference Hamburg

Presenter California by Design: Fox/Amazon/CBS Media: 2021

Presenter Australia by Design: Fox/Amazon/CBS Media: 2020

Monterey Museum of Art: 2019 Speaker – Mid Century Modern Architecture

Monocle magazine 2015: “Top global 25 Influencers”

Carmel-by-the-Sea City Council: Cultural Commissioner

Icon Magazine: 2016 Hawaiian Airlines First Class Cabin Design

Corporate Innovation Awards winner – Service 2025: Hawaiian Airlines First Class

Financial Times 2015: Aviation for Business

Core 77: Winner Transportation Design 2015 Hawaiian Airlines

Core 77: Best in Category Transit Design jetBlue

Red Dot Winner: Industrial Design for Transit 2016

IDSA Keynote speaker: 2012 National Conference

American NPR Marketplace: Live interview “Future of Flight”

CBS Smart Planet: Interview Flight & Sustainability

New York Times: Future of Travel

Aircraft Interiors International Articles 2020, 2017, 2015, 2005, 2003

Innovation magazine: USA 2010 “Design for fear”

Russian Chamber of Commerce: 2006 People Engagement & Service

The Guardian UK: 2006 “Your people are your brand”

Expo Aviation US: 2010 Future of Hospitality

Expo Aviation Hong Kong: 2008 Future of Travel

Expo Aviation Hamburg: 2005 “Inside The World of the Customer

Expo Aviation France 2002: Branding the Concorde

University of Washington: Speaker. Member of advisory board

University of Denver: Speaker

California College of Art and Crafts: Speaker

Syracuse University: Speaker

Central Saint Martins School of Art: Speaker

London School of Marketing: Speaker

Farnham College of Art & Design: Speaker

London Metropolitan University: Speaker

University of Westminster: Speaker

RSA Judge 1997: Design for Transportation

RSA Judge 1998: Design Management

RSA Judge 1999: Experience Design

RSA Judge 2000: Experience Design

A profile of Paul Wylde – “6 Moments” Managing Design for British Airways: Design Museum, London

Design Museum, London: RSA First Prize Award Exhibition

Invitation to meet Her Majesty The Queen for Services to Design Industry

RSA Award winner 1993: Design Management

RSA Award winner 1994: Experience & Industrial Design (First Prize)

Concorde Lighting Design: 1992 Award winner (First Prize)