I was involved in the initial creative on this re-design, and I got more involved as the meetings went on. The chosen concept was a revolution from the old version, which had a simple slider mechanism. Changing the shape to reflect the pods on the Eye and making it fan out to reveal multiple views was preferred. The design of the invisible hinge and use of new materials was also innovative. The graphic above shows the actual finished guide along side some of the other concepts, one of which was an actual viewfinder made from a synthetic polymer. This was liked, but was considered too expensive. The BA London Eye guide is still available on all flights.