Brand strategy & identity & Experience design

Alaska Airlines

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The Challenge

Give local love a national stage.

For more than 80 years, Alaska has built a loyal following in the Pacific Northwest by combining award-winning performance and caring customer service. Yet, in today’s world of relentless industry competition and price-driven decision making, Alaska needed to extend brand awareness, increase relevance and give flyers more reason to choose Alaska.

The Solution

Creating an airline (more) people love.

What makes Alaska so loved and personal? This is where we began, before translating our findings into a long-term strategy designed to resonate with guests and employees alike. With a course set for creative expression, we looked to the identity. Redrawing the face of Alaska’s ambassador, moving from likeness to a symbol of warmth and care, we held true to Alaska’s heritage while modernizing it for the next generation. An evolved look and feel was then applied across all touch points of the brand journey, from airport signage to seatback collateral, scarves and ties to credit cards.

With the rebrand successfully in place, Alaska boldly stepped forward and merged with Virgin America to become the fifth largest domestic carrier. Expanded routes up and down the West Coast created new allure for the brand, while also inviting a range of feelings from loyalists on both sides of the aisle. In partnership with Alaska, we created a custom “More to Love” livery design and microsite, celebrating the opportunity in unexpected pairings.

Flying as one, Alaska’s next hurdle was to bring together the best of both brands. A second refresh pushed Alaska to become more vibrant and unconventional. Opening the aura to become increasingly expressive. Adding a wink and smile to Alaska’s thoughtful voice. Showing up in places where guests travel, live and play. And partnering with likeminded artists including Jessica Hische, Erik Marinovich and Nomoco.

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What Matters

Most West Coast.

As Alaska expanded down the West Coast, the goal of national reach was initially perceived as Inter-Cal service. To ensure we were capturing the spirit of the West Coast without being contained geographically, we optimized our positioning and expression to celebrate the range destinations and culture through open invitations to explore, as well as the idea of “from the West Coast to anywhere.”

Image of an Alaska Airlines plane in a hangar, surrounded by Alaska Airlines employees at a launch event.
Image of an Alaska Airlines plane in a hangar, surrounded by Alaska Airlines employees at a launch event.
Image of an airport that showcases a sign, kiosk and reception area for Alaska Airlines.
Image of an airport that showcases a sign, kiosk and reception area for Alaska Airlines.
Image of the Alaska Airlines App on a phone Image of the Alaska Airlines website homepage on a tablet. Image of an Alaska Airlines menu cover. Image of the inside of an Alaska Airlines menu. Image of the Alaska Airlines Beyond magazine cover. Image of the Alaska Airlines flight attendant scarf on a white background. Image of the Alaska Airlines credit card.
Image of the Alaska Airlines App on a phone Image of the Alaska Airlines website homepage on a tablet. Image of an Alaska Airlines menu cover. Image of the inside of an Alaska Airlines menu. Image of the Alaska Airlines Beyond magazine cover. Image of the Alaska Airlines flight attendant scarf on a white background. Image of the Alaska Airlines credit card.
There are two images. The image on the right shows the phone app of the introduction of the Virgin America acquisition. The image on the left shows the merger on a website.
There are two images. The image on the right shows the phone app of the introduction of the Virgin America acquisition. The image on the left shows the merger on a website.
Image of the Alaska Airlines More to Love Airplane livery.
Image of the Alaska Airlines More to Love Airplane livery.
Alaska Airlines Representative helping a customer in a terminal with the background monitor showing San Francisco in illustrative type.
Alaska Airlines Representative helping a customer in a terminal with the background monitor showing San Francisco in illustrative type.
Image of a phone that shows the Alaska Airlines Instagram page. The post that is focused on is a tropical island with white illustrative type that says, "Hello World". Image of a square napkin with illustrative type that says, "It's All Good", "Saved you a seat' , "So much yes", "Hello world", "Come on in", "Go time", "Let's do this", "Be remarkable", and, "That's how we fly". Image of a tablet that shows the Alaska Airlines website booking page. Image of different illustrations of destination type. Included are: Dallas, Eugene, Kona, New York, Seattle, Los Angeles, Maui, San Francisco, Mexico City, Nashville, New Orleans, Phoenix, Charleston, San Diego, Liberia and Guadalajara. Image of a woman holding a dark blue tote bag that says, "New Orleans". Image of a blue, to-go coffee cup that says, "Seattle" on it. Image of three blue napkins that each have a different destination illustration on them. Included are: Maui, Dallas, and Nashville.
Image of a phone that shows the Alaska Airlines Instagram page. The post that is focused on is a tropical island with white illustrative type that says, "Hello World". Image of a square napkin with illustrative type that says, "It's All Good", "Saved you a seat' , "So much yes", "Hello world", "Come on in", "Go time", "Let's do this", "Be remarkable", and, "That's how we fly". Image of a tablet that shows the Alaska Airlines website booking page. Image of different illustrations of destination type. Included are: Dallas, Eugene, Kona, New York, Seattle, Los Angeles, Maui, San Francisco, Mexico City, Nashville, New Orleans, Phoenix, Charleston, San Diego, Liberia and Guadalajara. Image of a woman holding a dark blue tote bag that says, "New Orleans". Image of a blue, to-go coffee cup that says, "Seattle" on it. Image of three blue napkins that each have a different destination illustration on them. Included are: Maui, Dallas, and Nashville.
Alaska Airlines logo on a blue and green gradient background.
Alaska Airlines logo on a blue and green gradient background.
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