The primary purpose for this ad is to promote China Eastern’s new face/change. This includes the recent additional flights routes, new air attendants uniforms, and new service (including airport pick up, hotel accommodation for over night transit guests). The detailed information is not required to be illustrated in details in this design. But, an abstract and more generic brand image presentation is more suitable. With this in mind, I envision the concept of evolving, rising, upgrading. The challenge is to tie these abstract ideas with the realistic view of what China Eastern offers to their customer.