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HAWAIIAN AIRLINES

Rejuvenating Hawaiian icon.

CHALLENGE: Even with strong reputation and growth over 3 consecutive decades, Hawaiian Airlines isn’t immune to customer and market change. To maintain their market and mind share, Hawaiian Airlines was ready to change, modernize and stay relevant to the young travellers. With this brief, I was assigned to rebrand the iconic identity of Hawaiian Airlines.​

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SOLUTIONS: 

Based on Hawaiian's distinctive belief on the symbol of Pualani and her lei's, We crafted the brand story and visual identity around Pualani symbol as "The Flower in the Sky". The story is big enough to inspire change in the company and reconnect with young travelers. Crafted a new illustrative pualani logo, wordmark, livery, visual style, tone of voice and environments that bring to life the identity and Hawaiian experience that is modern, warm and friendly, welcoming and engaging. 

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RESULTS: 

After the rebrand in 2001, Consumer surveys by Condé Nast Traveler, Travel + Leisure and TripAdvisor have placed Hawaiian Airlines among the top of all domestic airlines serving Hawaii. Today, Travelers across Hawaiian's U.S. and international networks will begin to experience Hawaiian throughout their journey -- on airlines interior, airport lobby signage and kiosks, and at boarding gates.

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This illustrative Hawaiian Airlines icons was developed to maintain its original brand expression throughout customer journey.

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This illustrative Hawaiian Airlines icons was developed to maintain its original brand expression throughout customer journey.

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This illustrative Hawaiian Airlines icons was developed to maintain its original brand expression throughout customer journey.

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This illustrative Hawaiian Airlines icons was developed to maintain its original brand expression throughout customer journey.

 

 

Scope: Brand Audit, Brand Story, Creative Direction, Illustration, Logo Redesign, Livery, Collateral, Badge ID, Color Template, Typography, Nomenclature, Graphic Design, Signage, Branded Environments, Marketing, Stationery, Mobile App, Advertising, Interior, Supervision, Client Presentation. 

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