Relaunching a Beloved Airline During a Pandemic
Eastern Airlines, also colloquially known as Eastern, was a major American airline from 1926 to 1991. Eastern was one of the Big Four domestic airlines that dominated this market for decades afterward. Fresh off a new identity inspired by their rich and iconic history, we relaunched Eastern as an “Explorer” brand focusing on underserved markets with only direct, non-stop flights, and very liberal bag policies.
Taking Flight
Once the brand mark was established, we expanded the identity system and constructed brand plans for launching the airline. Working as their agency and leading marketing internally, we created a brand book, website, in-flight entertainment, social channels, social content, media strategy, and media executions to open new routes across South America. We worked on everything from designing the livery and in-flight menus to the naming of fare families and airport signage.
Earning Our Wings Every Day
With citizens stranded, Eastern stepped in to fly passengers home just months after relaunching. We created a spot to thank pilots, flight attendants, line mechanics, and everyone working the frontlines keeping our communities safe.