From the heart

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Southwest Airlines had a wonderful problem. They were, far and away, the most beloved airline in the industry, and wanted to stay on top. However, having given us all “The Freedom to Fly,” what comes next? They needed to stand for something new, and connect with flyers all over again.


We built the brand around what Southwest did best. Love. And we let that big personality shine through every element of the design. No other airline could credibly wear a heart on their sleeve, much less on their planes. But Southwest walked the talk. Without a heart, it’s just a machine. (Work completed at Lippincott)


What we did

Brand strategy

Brand messaging


Brand identity

Product naming


Retail design

Airplane design