Alaska Airlines
Brand Design & Expression
Why: For more than 80 years, Alaska Airlines has built a loyal following in the Pacific Northwest by combining award-winning performance and caring customer service. But in today’s world of relentless industry competition and price-driven decision making, Alaska needed to extend brand awareness, increase relevance and give fliers more reasons to choose Alaska. Merging with Virgin America made Alaska the fifth-largest domestic carrier, while also presenting challenges in loyalty, operational confusion, and how to most successfully deepen and extend reputation.
What: Charged with the visionary goal of “not losing one flier,” Alaska needed to bring together the best of both airlines. Defining a strategic position of “most west coast,” the refreshed brand identity reflects thoughtful, vibrant and unconventional touchpoints across the full flier journey, from livery designs to onboard experiences, communication strategies to each message along the way.
Who: Hornall Anderson
