BA took its change in Vision statement very seriously. Each word has its own meaning. Along with their new Vision, they "wraped" together three other very important principles: "BA Way", "Pillars" and "Foundation" (Excellence).
At this point, as they said, "the tools were set", they "were ready to play the game", a new game, with new challenges, new horizons, no boundaries, as the company's DNA demands.
With this background, the concept of this report seemed to be almost a consequence, or a logical sequence: we needed a game, something to play with, although should improve the content, not only spreading it, but also dissecting it.
That's why we designed a tangram (like the traditional Chinese game), with an exact and real original 7 pieces set— each one with its specific content — on a magnetic surface. With all the pieces, like the logic of tangram, throughout the report, we designed and illustrated several other images/messages (goals, ambitions, motivations, concerns, ...).
The main message was: through our Vision we can achieve our (or any) goals.