The challenge

When Alaska Airlines acquired Hawaiian Airlines, the brand made the decision to create a single loyalty program that could serve two fiercely loyal customer bases. It also needed to attract a new generation of global travelers who had no prior relationship with either brand.

Most loyalty programs are interchangeable.
This one needed to be genuinely different.

The work

I led the naming, brand promise, and tone of voice for the new program from the ground up.

That meant defining not just what to call it, but what it stood for and how it should speak — across every touchpoint, to every audience.

The name we developed — Atmos — fuses "atmosphere" with "most," signaling both the feeling of flight and a promise of abundance.

The brand promise, Unlocking a world of more, gave the program an emotional north star that could stretch across generous rewards, global reach, and premium care without contradicting itself.

The tone of voice was built to feel elevated but never cold. Warm enough for existing loyalists, aspirational enough to pull in someone new.

We also had the chance to name the brand’s new credit cards: Ascent, Summit and Business.