For more than 80 years, Seattle-based Alaska Airlines has built a fiercely loyal following by combining outstanding performance with genuine, caring customer service. However, rapid growth, continual improvement, and a ruthless focus on their customer’s experience was leaving their brand expression behind—the way the brand showed up no longer did justice to the great experience flyers can expect when traveling with Alaska. They recognized that they needed help turning the locally loved company—and the airline industry’s best-kept secret—into a nationally visible and relevant brand.

We worked collaboratively with Alaska Airlines to understand and define what makes the airline successful, creating a brand strategy that resonates emotionally with both employees and customers—while also adding focus and direction for decision-making going forward.

Our goal was to proudly show the rest of the world what Alaska passengers have known for a long time: Alaska Airlines is dedicated to understanding flyers, and to giving them the best experience possible. The refreshed visual and verbal expression respects the heritage and personality of the airline while injecting more warmth, energy and confidence into the brand. The elements of the system allow the brand to show up consistently, but with enough flexibility to be organic, approachable, and bold when necessary.

The smiling Eskimo proudly looks ahead, welcoming passengers with warmth, wisdom, and care. His energetic aura reflects Alaska’s positive outlook and passion for brightening people’s journeys. And the bold new wordmark confidently signs off everything they do with the trusted Alaska name.

We then worked closely with Alaska Airlines to redesign the airplane livery and cabin interiors, inflight collateral and food and beverage packaging, airport signage, website and mobile app, updates to the uniforms, and a short film to investigate the meaning behind the face on the tail of their planes.

Moving forward, we will continue to help extend the Alaska Airlines brand. More importantly, we'll be their strategic thought partner—ensuring that they are translating their new brand identity in the most impactful way possible.