Made in partnership with the creative team at
Sid Lee Seattle.
Sid Lee Seattle.
Alaska Airlines
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. A few years ago, Alaska Airlines was experiencing so much growth that they were constantly reshaping their brand. The first refresh was to establish the warm and caring Pacific Northwest airline as a confident national carrier. This required an entirely new brand strategy and expression. Then Alaska Airlines acquired Virgin America. The transition meant a cultural change for the brand, inside and out. We partnered with renowned illustrators Jessica Hische, Eric Marinovich, Nomoco, and Luka Va to help visualize an unconventional west coast travel lifestyle. Finally, an employee brand refresh was in order to reinforce Alaska Airlines’ culture, and to attract and retain the best and brightest talent. This relationship was open and collaborative, and the work was effective and fruitful. The team at Alaska Airlines ultimately redefined the what true client partnership means to us.