Alaska Airlines
brand refresh

Alaska Airlines understands that when you fly, you want to be treated like the unique individual you are. They strive to understand your individual needs to create a pleasurable experience that brightens your day—wherever life takes you.

I had the opportunity of partnering with Alaska Airlines on their brand refresh. A few times.

01.
The first refresh was to establish the warm and caring Pacific Northwest airline as a confident national carrier. It was accomplished within a year and it was quite a ride. My contribution included the direction and redesign of their in flight collateral, as well as foundational branding systems like brand guidelines and asset management.

02.
Under two years after the refresh, Alaska Airlines acquired Virgin America. The transition meant a cultural change for the brand, inside and out. We partnered with renowned illustrators Jessica Hische, Erik Marinovich, Nomoco, and Luka Va to help visualize an unconventional west coast travel lifestyle.

03.
Next, an employee brand refresh was in order to reinforce Alaska Airlines’ culture. I helped position and visualize the employee brand, blending the the consumer brand look and feel with Alaska Airlines’ company values to establish guiding principles and behaviors, as well as tangible deliverables such as recruiting materials and employee work spaces.

This was one of the most challenging, enjoyable, and fruitful partnerships of my design career. The team at Alaska Airlines has redefined what client partnership means to me.

Concept, design and design direction, in partnership with the team at Hornall Anderson.