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Client: Personal
Year: 2014, 2016

What
American is a conceptual re-brand for American Airlines.
I began this project in a workshop with Lippincott and later continued the project to explore how the logotype I designed could be translated into various brand experiences.

How
American Airlines is most notable for its militaristic Eagle symbol. I wanted to keep the legacy of the eagle intact, as it represents freedom; a swiftness, a grace. Pairing a deep blue and gold palette (nod to historic) and contrasting that with white lacquer surfaces and wood materials (nod to the future). I began to think about each encounter with the brand as a way to make it feel more personable to the flier (pre-ordering service before flight to in-sky dashcam billboards).

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