Sun Country Airlines
This project updated Sun Country Airlines' brand with a fresh, clear tagline that connects with modern travelers. We built a solid design base to keep the brand consistent and clear everywhere. The aim was to create a unified, strong brand that shows Sun Country’s new identity.
BRANDING | ART DIRECTION | DESIGN
Sun Country needed to redefine their brand identity, forging a cohesive platform that fuses bold creativity with strategic purpose. The project focused on crafting a dynamic design system grounded in distinct elements—fluid waves symbolizing friendliness and motion, sharp angles conveying action and precision, and typography that honors heritage with clarity and formality.
From initial sketches and mock-ups to full implementation, each design component was thoughtfully developed to ensure visual impact and functional versatility. This refresh delivers a magnetic yet lucid brand language that stands out in the competitive airline space while fostering meaningful audience connections.
The result is a kinetic, smart identity that seamlessly balances aesthetics with strategy, enabling Sun Country Airlines to communicate their value with clarity, confidence, and consistent impact across all touchpoints.
The focus centered on assembling a robust brand foundation through the deliberate creation of core visual elements. By defining unique shapes, purposeful typography, and a coherent color palette, we established a framework that embodies both energy and clarity. This groundwork ensures a consistent and flexible identity system, providing Sun Country with a solid platform to express their renewed vision in a way that is both striking and strategically aligned.
The rebrand’s graphic elements are anchored in the creation of flexible, sales-oriented destination ribbons—designed to adapt seamlessly across platforms while maintaining malleability for varied uses. Key visual motifs include a subtle wave that introduces fluidity, an actionable angled graphic adding dynamism, and a topographic map element grounding the design in Minnesota’s roots. Throughout, the design language remains simple and clean, emphasizing clarity and functionality without sacrificing impact. This approach ensures a cohesive, versatile identity that communicates purpose and energy with precision.
