ALASKA AIRLINES & HORIZON AIR
Executive Summary
Engaged by Alaska Airlines leadership to lead a multi-year brand transformation initiative addressing fundamental questions of identity, culture, customer perception, and strategic differentiation.
Directed development of a comprehensive brand framework aligning leadership vision, employee culture, and customer experience into a cohesive and scalable enterprise brand system.
This work established the strategic foundation guiding Alaska Airlines’ brand evolution, organizational alignment, and long-term market positioning.
Scope of Leadership
- Led comprehensive brand transformation initiative spanning more than two years
- Partnered directly with executive leadership to define brand vision and future direction
- Directed multidisciplinary creative and technical teams including designers, programmers, writers, and photographers
- Conducted enterprise brand diagnosis, cultural analysis, and perception assessment
- Developed strategic brand architecture guiding internal and external communications
- Created executive-level strategic presentations aligning leadership and organization
- Defined visual, experiential, and narrative direction supporting brand repositioning
- Directed enterprise brand implementation across airport environments, onboard communications, digital platforms, executive environments, and operational systems
- Hosted and managed Alaska Airlines’ brand website and supporting digital infrastructure
STRATEGIC CHALLENGE
Alaska Airlines faced increasing commoditization within the airline industry, with declining differentiation and internal uncertainty regarding brand identity, culture, and customer perception.
Leadership required clear articulation of brand meaning, values, and strategic direction to guide organizational alignment and long-term growth.
STRATEGIC IMPACT
Established foundational brand framework guiding Alaska Airlines’ evolution from a regional carrier to a differentiated, experience-driven airline brand.
Enabled leadership alignment around a cohesive brand vision supporting employee engagement, customer loyalty, and organizational clarity.
Provided strategic direction informing subsequent brand communications, customer experience initiatives, and enterprise-wide brand implementation.
CREATIVE AND EXECUTIVE LEADERSHIP PARTNER SINCE 1996
Creative direction and development of Alaska Airlines’ official 75th Anniversary Book, documenting the airline’s history, culture, and brand evolution.
Developed the complete Alaska Airlines employer brand identity, including visual system design, original photography, brand language, and implementation across careers communications and recruitment platforms.
Creative direction and visual development of Alaska Airlines’ AirCare service recovery kits, including brand design, messaging, and production supporting customer experience during operational disruptions.
Developed the complete Alaska Airlines Cargo brand identity, including logo design, aircraft livery, POS systems, technical aircraft illustrations, copywriting, photography direction, and supporting digital infrastructure.
Creative direction and full production of Alaska Airlines Traveler, the airline’s official customer newsletter, including design, copywriting, photography direction, illustration, and print oversight across multiple years of publication.
Creative direction, design, illustration, and cartography for Alaska Airlines Vacations brochures, including full visual development and press approval across multiple years of publication.
Creative direction for this initiative was developed as part of ongoing enterprise creative leadership relationships with both Alaska Airlines and T-Mobile.
Bradley Walker | Principal at Walker & Associates
"I’ve had the privilege of working with Natalie for more than three decades, beginning during my time at Alaska Airlines and continuing across multiple leadership roles throughout my career. When she founded idesign in 1999, she quickly became my firm of choice for brand and creative leadership.
Natalie operates as a true strategic partner. She brings both creative excellence and executive perspective, and I have consistently trusted her to help guide and steward brand initiatives with insight, professionalism, and precision. I continue to work with Natalie today across my own ventures, and she remains someone I rely on to represent my brand with integrity and strong creative leadership."