Alaska Airlines Uniform Lookbook
Art Directing / Layout / Print
All Dressed up and Everywhere to go
The journey to new custom uniforms was several years in the making. Creating a unified look across Alaska Airlines, Virgin America and Horizon Air employees, Luly Yang and her team were able to bring the Alaska brand to life through a timeless collection. I was fortunate enough to design this lookbook.
Creating the Lookbook
Alaska Airlines wanted to create a lookbook for employees to get excited about and inspired by their new uniforms. I was tasked with creating a lookbook that felt high-end and fashionable while showcasing each work group’s individual uniforms—highlighting unique touches within.
After exploring the new uniforms and gaining an understanding each work group, I established a flat plan, a type treatment, and templated layout. This process not only streamlined design approvals but also created a visual logic for the viewer to understand. Each section layout structure contains the same spreads: a main spread featuring a 3-sided bleed hero image with headline and copy introducing the work group; a secondary spread—bifurcated by male and female looks—with bold headline treatment and an asymmetric, 2-sided bleed hero image; a styles spread showcasing multiple looks within each work group; and a details spread calling out smart features characteristic of each uniform. To punctuate the end of each work group’s section I added a feature spread that highlights one specific piece of the collection.
My Roles
art direction, layout, typography
Tools
Adobe InDesign, Adobe Photoshop
Duration
4 weeks
Collaborators
Photography—Ingrid Barrentine
Copy—Sara K. Runnels
