Alaska Airlines Brand Rebrand Project

This project is a comprehensive rebrand of Alaska Airlines, created to establish a clearer, more modern identity rooted in the culture and natural beauty of the Pacific Northwest and Alaska. The redesign introduces an updated logo inspired by the aurora borealis, the Alaskan star, and the silhouette of a whale tail—symbols that reflect the airline’s heritage and environment.

The project includes a full brand style guide covering identity elements, color systems, typography, iconography, photography, signage, and uniforms. I also developed a refreshed loyalty system represented through a star-based icon set, as well as a calm, human-centered campaign built around the tagline “Breathe easy. You’re flying Alaska.”

This system creates a cohesive visual language that feels modern, welcoming, and distinctly Alaskan while supporting clarity and consistency across all touchpoints.