With the relaxation of rules regarding flights between the EU and US, British Airways decided to launch a new business-class only airline named after the agreement - OpenSkies. A challenging timeline of three months to go from identity development to site launch was imposed along further pressure of the website being the only outlet by which to purchase tickets. A full-featured commerce site was designed and built from the ground-up with a reservation system, online ticketing, seat selection, payment processing, user accounts, content management, security and all the other operational and legal intricacies that go into launching an startup airline.