NorthwayAir
Brand identity, Motion, UI/UX, Advertising
Project Overview
For my capstone project, I developed Northway Airlines from the ground up as an original brand concept. Most airlines sell comfort as a privilege, something you pay extra to access. I wanted to challenge that.
The brief I set for myself called for a new airline brand that removes the concept of class entirely, replacing a tiered system with a single, consistent standard of premium experience for every passenger. By eliminating the hierarchy, Northway could offer simplified pricing, stronger brand trust, and a clear promise: everyone flies well.
Design Overview
The visual identity centers on deep navy and sky blue, colors that speak to altitude, trust, and ambition, with a red accent that cuts through and signals confidence. I paired Articulat CF and Inter Bold for headlines that carry weight, with Bahnschrift Light for supporting text that keeps things clean and readable.
The origami bird logo ties together a geometric, modern symbol of precision and care that mirrors the intentional experience Northway delivers at every altitude.
The inflight headrest video was designed as more than a functional onboarding tool. It embodies the Northway brand promise, weaving airline features and amenities together with a single cohesive message: first class comfort, for everyone.
Advertising Campaign
The campaign was designed to reach passengers within airport terminals and transit environments, placing the brand directly in the spaces its audience already occupies. Each execution is built around a single headline and full-bleed visual, a format that prioritizes clarity and legibility in high-traffic settings.
The messaging strategy reinforces the core brand proposition at point of decision, using direct statements like "Every Seat. First Class." to communicate the product offering without elaboration. Consistency across placements builds brand recognition and trust through repeated exposure in contextually relevant environments.
