With Ava Airways, we didn’t want to just envision a bunch of loosely connected potential innovations. Instead, our goal was to create a cohesive concept for a future airline. To do this, we organized all of our design innovations around three core principles: “Taking Crazy Out of Flying”—making Ava Airways actually worthy of passenger affection; “Know the Journey”—designing touch points that are tailored to the unique moments comprising a passenger’s journey with Ava Airways; and, “Membership Matters”—creating a business model that goes beyond fare-based transactions.