Web Designer · Southwest Airlines
Homepage Redesign (2014)
In 2014, Southwest Airlines undertook a significant brand refresh: new logo, new aircraft livery, new visual identity system. The company's digital presence needed to follow. The homepage redesign was part of a broader effort to bring southwest.com into alignment with the new brand, and I contributed to it as part of the web design team.
The 2014 rebrand
Southwest's 2014 rebrand was a meaningful shift in the company's visual identity. The classic multi-colored livery gave way to a more streamlined look anchored by a new heart logo — a design that leaned into the brand's warmth while modernizing its look. The digital team's job was to translate that new identity into an experience that felt intentional and cohesive, not just a new coat of paint on the old site.
My contribution
Working within the team, I contributed to production design and implementation for the new homepage experience — a surface that needed to serve a wide range of customer intents while expressing the refreshed brand accurately. The work involved collaboration with brand and marketing partners and standard design process: iterating on layouts, translating brand direction into web-ready designs, and supporting handoff.
Significance
This was an early experience working at the intersection of brand and digital — bringing a company-wide rebrand to life on the web with care and intentionality. It planted early seeds for the kind of systematic thinking about design consistency that would later grow into Heart DS and the broader Design Ops work.