Smile Airlines

Class project to create a brand for a new airline.

Business Scenario: We are an airline that offers an affordable, family friendly flying experience with various seating options to make our passengers more comfortable, discount flights, free lap-seating for infants, and in-flight entertainment for the whole family.

Mission Statement: Our goal is to be the most family-friendly airline and make your flight as carefree and fun as possible.

Target Audience: American middle class to upper middle class adults with families traveling for leisure.

Competitors: Frontier, Southwest, Delta, American Airlines, United, Virgin

Brand Attributes: Reliable, friendly, welcoming, accommodating, enjoyable, amusing, simple

The Name: The word “smile” conveys a happy, friendly feeling. It’s what we want our passengers to do when they fly our airline or think of our brand.

Logo: The logo contains a butterfly symbol to suggest flight and convey happiness. The logo type is a customized san-serif. The bright apple green and sky blue represent blue sky and greener horizons.

Tagline: The tagline “mile after mile, smile after smile,” is used to make the brand memorable through the use of rhyming and repetition.


print ads

motion banner ads




Plane photo base from


Icons within green circles on website for Apply for Smile Card, Frequent Flyer, Carry Ons (suitcase icon also used in travel information page illustration), Baggage Checking, Pets, In-Flight Catering, Security and Customs, Seating, are from the Noun Project, therefore not created by me.