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Alaska Airlines

Brand identity

Brand voice


What do you do with a regional airline, when it stops being a regional airline? You help it own the west coast, take on some of the swagger of an acquired airline (Virgin America), and elevate the voice to connect on a deeper level, based on a spirit of "Let's go."


For the consumer-facing brand, as part of a collaborative team at Hornall Anderson, I developed core brand phrases to be rendered in a signature artful font by Jessica Hische, and re-wrote everything from announcements to text flight alerts to helpful napkins. For the employee-facing brand, I crafted on-boarding materials, recruiting experiences and messaging, named awards, and helped define what it means to work for an airline committed to creating the remarkable.

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