Visualizing PAL Thru Art

Walking through the halls of the Lucio K. Tan, Jr. Center, visitors will notice colorful murals with images about PAL. Many are drawn to their bold colors and sheer size, which cover entire wall sections on the different floors of PAL’s new headquarters.  

Jed Menes, Mike Diamzon, and Sam Pineda from the Marketing group recently had a chance to make the new headquarters stand out. The opportunity came about during the construction of the new PAL head office. Architect Joan Barnaby approached Marketing for ideas on how to spruce up the blank white walls. 

Jed Menes said, “Upon seeing the new space, we noticed how bright and open the floor concept was, so the team wanted to bring that same young vibe to the new office environment and have a creative play on the designs.” 

Choosing the right art style 

The group began by evaluating various artist portfolios to visualize the multiple themes. They’ve contemplated choosing something classic, clean while subdued, or young, contemporary, dynamic, and vibrant. The group chose the latter.
 

The group decided to work with Glendford “Glend” Lumbao. Mike Diamzon shares, “We were drawn to work with him because of his portfolio. Aside from his creative art style, it was also the professional aspect; having worked with other big brands, we felt that his designs were a perfect fit for what we were looking for and would be suitable for this project.” 

Glendford’s work is driven by dynamic shapes and angles, which he combines with playful textures and colors to create a sense of motion. He recounts that it is one of his dreams to do a mural of an airplane, and the project with PAL is a dream come true for him.  

Developing the artworks for PAL, Glendford said, “Creating a series of illustrations for a brand with a strong identity and rich history is a unique and enjoyable challenge.” Further elaborating, he said, “The scale of this travel-themed project and the panoramic aspect ratio of some walls pushed me to explore new ways of presenting the visuals, which was super fun! 

Bringing the Walls to Life 

To start, creating elaborate works takes a lot of work. Sam Pineda said, “We observed the new building with the artist and supplier to get a feel for the space and its lighting, then took the measurements.” She adds, “We had the initial work around January to make it for the March 15 inaugural of the new building.” 

Working with the artist on the timelines and ensuring that PAL branding is incorporated with the designs is another aspect of the design process that requires attention to detail and knowledge of the PAL story. The team had to dig deep for historical milestones to make the murals meaningful.  

Glend accomplishes about 1-2 weeks of back-and-forth revisions for each wall with the Marketing team. 

Opening Day 

During the company’s anniversary, the people were thrilled to see PAL in a new home. Many were excited to move in and noticed the murals that now adorn PAL’s walls. 

Each floor has its own theme. The ground floor features things about PAL, such as its rich history and its people. On the first floor, the murals display Philippine culture interpreted through music, arts, food, textiles, festivals, and activities. On the second floor, the visuals highlight travel and the many destinations PAL goes to.  

Jed shared, “We were very pleased with how the artworks translated very well into the space. It livened up the walls and became a good conversational piece for the areas.” 

Overall, the employees felt great seeing the office walls come to life with colorful graphics, making the space feel dynamic and fresh. 

Read more stories in the latest issue of The PALiner https://thepaliner.philippineairlines.com/2024/10/07/the-paliner-september-2024-issue/