The goal of this rebrand was to bring Spirit to a more elevated and professional level. Currently, their branding goal is to poke fun at how affordable they are, proposing that they are so cheap they couldn't afford a logo. Their current concept does not stand up well amongst the reputation they have with poor customer reviews. The concept of the rebrand I am proposing is one that focuses on travel accessibility and making everyone feel luxurious on a low fare. Everyone flies for different reasons whether that be leisurely travel, business trips, visiting family, etc. Some of the goals for this rebrand were to highlight that your travel experience on a plane should be convenient and seamless no matter the cost of the ticket, traveling by aircraft should be accessible in terms of cost for all, and that Spirit can be a reputable brand that provides a fruitful experience before you reach your destination.

The creative process for my proposed rebrand began with updating their trademark. The solution I created was placing the star-like shape of a compass into the P of the wordmark and using that compass mark throughout the branding as a consistent element. The concept behind the compass element was to push the idea that Spirit can help any consumer navigate affordable travel. The next step was adding the verbal branding with the tagline "Lift your spirits" proposing that travel can be refreshing and should be accessible to everyone despite the cost. These elements helped create a more uniform brand aesthetic for Spirit, quite literally giving the brand a facelift. The repeating compass pattern featured mimics the look of both metal and tire tread to help viewers create an association with travel upon seeing it. The poster series plays into the "Lift your spirits" concept by featuring a variety of travel activities with a physical "lift" such as a ski lift, hot air balloons lifting into the air, and parasailing which is an activity in which participants are lifted into the air with a parachute over water. Overall the solution outcome is a more refined and elegant version of Spirit that still has a playful element added to it, only it's focused on the playfulness of travel rather than poking fun at their low costs.

This project outcome is a stronger proposed concept that can help lift away the bad reputation Spirit currently carries. Their current branding has received a lot of criticism due to it being a joke in poor taste since customers are pairing it with their negative experiences. Spirit can achieve its goal of staying affordable with its low fares while maintaining a more thoughtful and elegant approach to its branding with this proposed solution.