Add to Collection
Tools Used

Tools

About

About

This was a passion project inspired by a 2011 article published by U.S. News & World Report, labeling regional carrier, American Eagle as the “ A… Read More
This was a passion project inspired by a 2011 article published by U.S. News & World Report, labeling regional carrier, American Eagle as the “ America’s Meanest Airlines”. During a time when our country was emerging from a recession which had a dramatic impact on the travel industry and saw increasing fees, I decided something had to be done to change such negative customer perception. So did. The following is my study on how American Eagle Airlines can start fresh. This was more than a study in visual design, it’s a study on how a redesigned and reimagined look and feel can change a brand’s outward perceptions to its customers. This is also a study on how the impact of design strategy can inspire a company to change it’s culture, so the new image authentically and genuinely reflects the values it promotes from within. This approach can be observed by America’s top-ranking airlines such as, Virgin, Jet Blue and Southwest. THE GOAL To introduce a new brand identity and marketing campaign designed to position the brand from a small ferry or connection carrier to the preferred brand in sophisticated regional travel. Unknown to many, the American Eagle network is actually the largest regional airline system in the world, with flights to more than 150 cities throughout North America. THE RESULT A reimagined travel experience, complete with newly designed and fitted jets that offer the same luxuries as larger carriers, along with an identity that was fresh and distinctively ‘American’. Starting with the logo, redesigning the ‘eagle’ symbol was an important part of the overall strategy. Read Less
Published: