For over 80 years, Alaska built a loyal following in the Pacific Northwest by combining award-winning performance and customer service. However, with Delta Airline’s move into the market it was time to refresh the brand, modernize and double down on the benefits of creating a simple, stress-free and enjoyable flight experience.
With 25 years since its previous rebrand, I was part of the core team that drew on Alaska’s heritage in building out the entire new brand system—from logo finalization to the internal launch. We worked closely with Alaska’s CMO and her team to ensure a smooth launch while often overdelivering new opportunities that were discovered in the design process.
In creating a seamless stress-free experience, it was essential we attend to every touchpoint. From building out a corporate identity, consistent liveries across the fleet, updating their website and ticketing experience, overhauling the entire in-cabin environment, to developing the photography style and friendly tone—no point of contact was overlooked. Or, undervalued.
Year-after-year, Alaska continues to be recognized as the Consumers and Industry’s choice for best airline to fly. From the legendary service and empowering its employees, to the simple PNW kindness that earns the trust of every passenger that chooses Alaska—Now they have a brand that truly represents that industry leading status.