Vietnam Airlines is Vietnam’s national flag carrier, representing the country’s image on international routes. In 2023, the airline chose Gạo Nâu Profile to execute a project standardizing the imagery of cabin crew and senior leadership in line with the airline’s brand guideline. This case study summarizes the process, challenges, and lessons learned.
Project context
Vietnam Airlines needed a new photo set for several purposes:
- Official website — pages introducing the flight crew and leadership board
- International service brochures — printed at global branches
- Annual report — sent to shareholders and the press
- Uniform records — for training new cabin crew
- 2024 communications campaign — anniversary celebration
The requirement: every photo had to be uniform in lighting, background, and style, creating a unified “brand guideline” feel.
Challenges
The project faced 5 main challenges:
Challenge 1 — A 20-page brand guideline
Vietnam Airlines has a 20-page brand guideline regulating every detail of airline imagery: uniform color, hairstyling, makeup, permitted backgrounds, shooting angles, lighting. Gạo Nâu Profile had to study it carefully and apply it strictly.
Challenge 2 — Authentic airline uniforms
Cabin crew wear the traditional brown-red ao dai of Vietnam Airlines. Photographers had to know:
- How to shoot the ao dai without wrinkles
- How to capture embroidery details and airline accessories
- How to keep the uniform clean throughout the shoot
Challenge 3 — Crew on tight flight schedules
Cabin crew have packed flight schedules — the whole group can’t be shot at once. Gạo Nâu Profile had to schedule individuals one by one, using a fixed studio setup so each crew member could come in, shoot quickly, and leave.
Challenge 4 — Airline-standard makeup
Cabin crew makeup is different from office makeup: heavier, longer-lasting, sweat-resistant. The Gạo Nâu Profile makeup team coordinated with the airline’s training department to ensure standards were met.
Challenge 5 — Senior leadership with extremely tight schedules
The airline’s leadership board has packed meeting schedules. Each person was given only 30 minutes for the shoot. Preparation had to be thorough — there was no room for “reshoots.”
Execution process (3 weeks)
Week 1 — Preparation
- Days 1-2: Kick-off meeting with Vietnam Airlines, receive brand guideline
- Day 3: Site survey at the shoot location (studio at airline headquarters)
- Days 4-5: Lighting test, trial with sample uniforms
- Days 6-7: Prepare detailed shot list and timeline
Week 2 — Shooting (5 days)
- Days 1-3: Shoot cabin crew by shift
- Day 4: Shoot senior leadership
- Day 5: Make-up shoots for those who couldn’t make their slot
Each shoot day averaged 15-20 people, with 15-30 minutes per person.
Week 3 — Retouching and approval
- Days 1-4: Uniform retouching per the guideline
- Days 5-6: Send sample photos to Vietnam Airlines for approval
- Day 7: Adjust based on feedback and deliver final files
Results
The project was completed on deadline with quality meeting the brand guideline. The photos were used for:
- The official vietnamairlines.com website
- Brochures printed at over 50 global branches
- The 2023 annual report sent to shareholders
- Internal training materials
Client feedback: “Gạo Nâu Profile clearly understood the spirit of the national flag carrier and captured the elegant, professional bearing of the Vietnam Airlines team.”
Lessons learned
The Vietnam Airlines project yielded 5 lessons:
1. The brand guideline is the “bible” — No spontaneous creativity. Every detail must follow the rules, from shooting angles to makeup styles.
2. Cabin crew need detailed direction — Even though they’re accustomed to airline composure, they can still get nervous in front of a camera. Photographers must give clear guidance and create a relaxed atmosphere.
3. Consistent lighting is the key — When shooting 100+ people, if lighting varies day to day, the final images look inconsistent. Keep the setup fixed throughout the project.
4. Consistent final retouching — All photos must be retouched by the same person using the same preset to ensure consistent color tone and editing level.
5. Build buffer for schedule changes — Leadership and cabin crew may cancel at the last minute. Always include buffer days in the timeline.
Service for similar enterprises
Gạo Nâu Profile specializes in image standardization projects for:
- Airlines, tourism, hospitality
- Multinational corporations (50+ senior leaders)
- Banking, finance, insurance
- Manufacturing enterprises (combined with factory photography)
- Large educational organizations
The standard process includes: site survey, brand guideline, shoot schedule, pop-up studio setup, shoot, uniform retouching, approval, and final delivery.
Contact for project consultation
If your business needs large-scale image standardization to a brand guideline, contact (+84) 775 243 530 or email [email protected]. Gạo Nâu Profile will dispatch a team lead for a free kick-off meeting to plan the project.
See more project photos at Vietnam Airlines Portfolio.