Fly Airlines:
UX/UI Design / Brand Identity / Copywriting
Client: Spirit Airlines
The Ask: Rebrand Spirit Airlines and design a mobile app to improve its reputation among young travelers.
Software: Adobe Illustrator, Photoshop, Figma
The Brief:
Shift Spirit Airlines' negative public perception regarding unreliability, lack of digital presence, and "cheap" image through a rebrand and travel app. The desired outcome is a refreshed identity that appeals to budget-conscious younger travelers, specifically Millennials and Gen Z.
Research & Strategy:
To improve Spirit Airlines' image, I focused the rebrand on Spirits core strength—budget flights. Research shows that Millennials and Gen Z prioritize experiences over luxury, and affordable flights allows this to be possible. This understanding guided the concept for the brand identity: "budget flights, unlimited adventure."
Logo:
Chunky, weightless letters inspired by clouds drifting through the sky create an instantly recognizable logo.
The name, Fly Airlines, embodies the brand's transformation into a simple, exciting, and accessible airline option. It projects a positive image and reinforces their simplicity as an airline offering affordable flights.
Typography:
Akira Expanded was chosen as the font for headers to provide an aerodynamic feel reflecting efficiency. For the body copy, Futura offers clean simplicity and legibility across all platforms.
Color Palette:
The color palette was carefully curated to convey both reliability and a fresh identity, intentionally moving away from the brand's dominant yellow. Trust and professionalism are evoked through the use of bright and dark blue, while vibrant green injects energy and adventure.
Graphic Elements:
Inspired by classic travel stickers, the graphic elements act as souvenirs of affordable adventures, connecting with younger travelers who prioritize experiences. The graphics inject energy into the brand identity, allowing its tone of voice to shine, shifting the airline from a tolerated option to a trusted and desirable choice.
Travel App:
To address Spirit's limited digital presence, I designed a mobile app simplifying their flight booking process. Tailored budget suggestions and rapid booking ensure seamless planning, embodying the airline's value of accessibility and improving their reputation through reliability. The app's design language extends the core brand identity across the digital experience.
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