From the heart



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’s next? They needed to stand for something, and connect with flyers all over again.



We built the brand around what Southwest does 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 aircraft. But Southwest walks the talk. Without a heart, it’s just a machine.


What we did

Brand strategy

Brand messaging


Brand identity

Product naming & architecture

Retail design

Airplane design