Southwest Airlines
Creative work developed across digital experiences and broader campaign applications.
While at Razorfish in New York, I was sent to Austin to support work for Southwest Airlines across both rebranding and campaign concept development. The work ranged from broader identity and UI/UX considerations to social and homepage-ready ideas that helped express the refreshed brand. What connected these efforts was a push toward a visual language that felt clearer, warmer, and more contemporary, while still preserving the accessibility and friendliness people associated with the airline.
Clarity in the details
I focused on the design system for key flows like flight status and reservation details, working closely with the UX designer throughout the process. A big part of the work was refining hierarchy and legibility so important information could be understood more quickly and clearly, especially in interfaces where multiple layers of detail had to coexist.
From pitch to homepage
Alongside the rebrand work, I also developed campaign concepts initially intended for social. One of those ideas helped strengthen the pitch and was later carried into the homepage hero, showing how a smaller concept could scale into a more visible brand expression. For me, it was an especially meaningful experience to see an idea I contributed move beyond the pitch and into the live customer-facing experience.
