Hawaiian Airlines

For almost 90 years, Hawaiian Airlines has been a vital link — and a representative — between Hawaii and the world. Refreshing their brand required a deep understanding of its distinctive culture and guest experience. Working closely with cultural experts and a committee of Hawaiian’s front-line employees, we set out to create a modern identity that reflected the brand’s warmth and authenticity.

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The flower of the sky

Pualani has been the face of Hawaiian Airlines since the 1970s. The embodiment of warmth and joy, we set the regal Pualani in front of a transitioning sun, majestically stewarding guests along their journey.

The spirit of aloha

Not only is Hawaiian Airline's brand a rallying cry for their 6,500 employees, it also makes a promise to guests that their experience will include the warmth, care and generosity that are hallmarks of Hawaiian culture.

A signature experience

People yearn to feel a connection to Hawaii. Every aspect of aspect of the travel experience — from check-in, to boarding, to the in-flght experience — was considered to express authentic Hawaiian warmth, care and friendship.

High flying rewards

A newly designed and enhanced line of credit cards, tailored toward rewarding cardmembers with meaningful benefits, allows guests to earn more miles in faster time and embark on their next vacation sooner.


Graphis Awards, 2019 Design Annual
Graphis Awards, Branding 7
GDUSA: American Graphic Design Awards
HOW International Design Awards, Identity
REBRAND 100 Awards, Enterprise Rebrand
GOOD DESIGN Awards, Graphic Design


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