Brand strategy & identity & Experience design
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.
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.Read more
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.”