FRONTIER AIRLINES

Refresh

Final Design Internship Capstone, FCB Design Group

Original System

This rebrand modernizes Frontier Airlines by introducing a cohesive design system rooted in motion, clarity, and optimism. At its core, the refreshed identity is built around a 10° italic tilt, a unifying design gesture that communicates momentum, forward progress, and the energy of travel. The system is guided by design principles that are uplifting, playful, and inviting, ensuring that the angled axis drives not only the logotype but also the supporting brand language across typography, patterns, and layouts.

Frontier’s personality is defined by a hybrid of brand archetypes: the Explorer, representing possibility, discovery, and bold choices, and the Everyman, speaking to real, budget-conscious travelers who value accessibility and authenticity. This combination allows Frontier to feel both aspirational and approachable, making adventure attainable for all.

Today, Frontier stands at the intersection of low-cost efficiency and elevated experience. It competes in the budget airline space, but this rebrand reframes the narrative: flying Frontier isn’t just about saving money, it’s about unlocking opportunities to travel more, see more, and do more, all while feeling part of a brand that is energetic, fresh, and future-facing.

Logo

The “F” mark was reimagined to feel sharper and more contemporary, balancing boldness with refinement. The logotype maintains recognizability while introducing a renewed sense of direction through the italic tilt. This consistent 10° angle becomes a flexible brand device that translates seamlessly across digital, print, and environmental applications.

Color Palette

The refreshed color palette expands Frontier’s visual voice beyond its legacy green into a system that feels more expressive and contemporary. At its core is Optimism, a brighter chartreuse green that injects energy and vitality into the brand. This is anchored by Rooted, a deeper green that preserves brand recognition, while lighter neutrals like Open introduce airiness and accessibility. Cooler tones Progress and Integrity, ground the palette with balance and sophistication. Together, the colors reflect Frontier’s design principles of being uplifting, playful, and inviting, while offering the flexibility to move seamlessly between functional wayfinding and bold marketing moments.

GROUNDED
#07442A

OPTIMISM
#C8EC6F

OPEN
#F5FFDC

PROGRESS
#D2D6FF

INTEGRITY
#2A1A73

Lifestyle Photography

Lifestyle imagery captures the emotional core of travel through two lenses. In-the-Moment shots focus on candid expressions and dynamic upward angles that highlight the sky, inviting the viewer to feel like they’re part of the moment. When faces aren’t shown, the perspective shifts to what the traveler sees, holds, or experiences. These images introduce more visual texture while staying intentional, keeping the narrative human and immersive whether or not people are in frame.

Environmental Photography

Environmental photography provides the backdrop. These high-texture, macro-driven images of rippling water, canyon walls, butterfly wings, and grasses root the brand in sensory detail and place. They build atmospheric layers that feel expansive and adventurous while keeping the system uncluttered, cohesive, and unmistakably Frontier.

Graphic Language & Pattern System

The 10° tilt is extended into a pattern system of diagonal stripes, serving as both a textural layer and a unifying grid. These patterns are intentionally tonal, subtle enough to complement, not compete, with core brand elements. They create motion and rhythm across applications, from social posts to OOH, reinforcing consistency while adding depth and energy.

The layering rules pair environmental textures (background) with lifestyle moments (foreground) to create immersive compositions that feel distinctly Frontier.

OOH

Social Media

Airline Experience

Original Kiosk

Beyond visuals, the rebrand extends into the airline experience, transforming the way travelers interact with Frontier at key touchpoints. The most visible evolution comes through the check-in kiosks, which shift from sterile, utilitarian grey machines to bold, branded forms that embody the new identity. The redesigned kiosks feature a deep navy body accented with glowing chartreuse details. Their sculptural silhouette is topped with illuminated “bear ears,” a nod to Animal Tails, Frontier’s long-standing system of assigning each aircraft a unique wildlife ambassador, giving the kiosks a friendlier and more recognizable presence within the airport environment.

The digital interface mirrors this physical redesign, bringing the 10° tilt system into the on-screen layouts. Vivid overlays, simplified calls-to-action, and clear typography make the interaction not only more efficient but also more distinctly “Frontier.” Together, these changes elevate what was once a purely functional step into a branded moment of delight that connects travelers to the airline before they even board their flight.

Brand Collaboration

FRONTIER x BAGGU

To extend the Frontier rebrand beyond traditional touchpoints, I designed a conceptual collaboration with Baggu, a brand known for its playful yet practical approach to everyday carry. This collaboration reimagines travel accessories as “low-budget luxuries,” affordable items that make the flying experience feel special, memorable, and distinctly Frontier.

The Layover Lounger is a versatile duffel that reflects Frontier’s design system both visually and functionally. Constructed in the airline’s signature shade, the bag features a quilted grid pattern derived from the 10° tilt, bringing consistency from the logo into the product’s form language. Its defining feature is an “exit hatch” side pocket, a smart storage solution for moments when checked baggage tips the scale. By shifting heavier items, like shoes, into the carry-on, the traveler avoids extra fees while staying light on their feet. The bag also fully unzips into a fold-out travel mat lined in lavender, transforming long layovers into opportunities for rest and comfort.

This design taps into a shared value between Frontier and Baggu: compactness. Just as Frontier promotes efficiency through streamlined travel, Baggu champions simplicity through versatile, foldable, and space-conscious products. Together, the collaboration reinforces Frontier’s new identity as more than just an airline: it becomes a lifestyle brand that delivers uplifting, playful, and inviting experiences on the ground as well as in the air.

Reflection

This project taught me how to design a brand as a holistic system, where a single gesture (the 10° tilt) could unify visuals, experiences, and storytelling. From rethinking photography rules to reimagining kiosks and travel accessories, I learned how branding extends beyond aesthetics into real touchpoints that shape how people experience a brand.

Before the rebrand, Frontier’s visual world leaned heavily on its environmental message, with a palette and tone that felt dependable but static. In reimagining it, I wanted to evolve that identity into something more human and energetic, a brand about the joy of travel rather than just its efficiency. The new system shifts from corporate to optimistic, replacing dark greens and greys with a bright lime and deep navy palette, layered textures, and candid, upward-facing photography that celebrates connection. The 10° tilt became symbolic for movement and optimism, bringing consistency across everything from airport kiosks to billboards. What was once functional now feels alive, expressive, and modern, a reminder that even low-cost travel can feel uplifting, inviting, and full of possibility.