Out of Home Creative Workshop – Breaking the Ryanair Grid Exploratory Concept Work | OOH As part of an internal creative workshop, I was tasked with pushing the boundaries of Ryanair’s established visual identity by “breaking the grid.” The brief encouraged exploration beyond the brand’s usual framework, focusing on refreshing our digital OOH approach while staying true to key brand assets—specifically the use of Knockout and Roboto fonts, and Ryanair’s signature blue and yellow colour palette. This creative sandbox allowed for bold experimentation with: • Dynamic typography treatments • Unexpected image pairings • Innovative layout and separation devices Three distinct copy directions were provided, and I developed concepts around “You worked hard for this, now enjoy!”, embracing a more editorial and emotionally engaging tone—departing from Ryanair’s traditionally functional aesthetic. This exercise also posed a hypothetical challenge: What would our digital or OOH design look like if we didn’t have to design within the constraints of FlatWorld our localisation team. Removing these technical limitations opened up opportunities to explore motion, layering, texture, and scale in ways that aren’t typically possible, resulting in concepts that felt more aspirational, immersive, and brand-elevating. Key Aims: • Break the grid while maintaining brand recognisability • Evolve the visual language to feel fresher, bolder, and more contemporary • Deliver flexible layouts that could inspire future digital formats This workshop served as both a playground and a provocation, pushing Ryanair’s creative potential while respecting the DNA of its brand.
