As Delta Airlines came out of Chapter 11, it needed to re-charge its tired, old identity with some much-need energy. The primary challenge was to honour Delta’s 78-year heritage, while announcing that the airline is fresh, modern and en route to regaining its leadership position. The airline industry was struggling and Delta needed to, and wanted to make some big changes. SS+K had Delta’s advertising account and they were asked to pitch a new identity system. I worked as a contractor for a over a year leading the designers on this effort.
We created a new identity and visual language, which glorified the beauty of flying (skyscapes, clouds, and an easy calming visual palette). This was used at every customer touch-point, from the logo to the airport terminal. Every aspect of the customer experience, starting from buying a ticket to flying were all drastically revamped. The terminal was also re-thought to be more traveller friendly. Delta also had an active charity program. I was lucky enough to redesign their Breast Cancer & Habitat for Humanity planes and work on revitalizing the whole campaign.