Art Direction
Branding
Brand System
Copywriting
Illustrations
Logo
Logo Typeface
Naming
Product Design

Orion - A Foot in a New Direction

Challenge

To eliminate the stigma of Spirit Airlines being cheap and draw young travelers, while maintaining Spirit’s commitment to its current brand values of innovation, satisfaction and affordable prices.

Design Approach

The Orion Airlines rebrand provides a visually stunning and aspirational identity that stands out among competitors, inspires and resonates with a youthful, budget-conscious demographic.

The brand identity is anchored in the Orion constellation, the most recognizable in the sky. The shield of Orion forms the foundation of the logo typeface, inspired by NASA's iconic letter forms to evoke a futuristic feel.

This attention to detail extends through the branding, illustration, and symmetrical photography. The use of off-white and black shades evokes the nostalgia of aviation’s golden era, reminiscent of Pan Am, adding a sense of elegance and timelessness.

Orion Airlines offers novelty items like holographic boarding passes, designed to be picture-worthy, perfect for scrapbooking and social media sharing, creating memorable travel experience, ensuring that Orion Airlines remains the most recognizable plane in the sky.