• work

travel alaska brand identity

problem solved

a brand that better connects to travelers

insight  | Alaska has the winning combination of adventure and comfort


magazine with BRCs
digital video
social media

modes activated


a brand evolution

Travel Alaska needed to evolve their brand to better connect with travelers. The existing brand logo, tagline and identity had been in the market for over 20 years and lacked an emotional, insightful connection to their core audience.


you can leave alaska, but it never leaves you

In-depth interviews with previous Alaska visitors gleaned an important insight: “You can leave Alaska, but it never leaves you.” Additional primary research and stakeholder workshops led us to the surprising core of the brand. Alaska is a destination that is awe-inspiring, wild, and full of mystique, but also makes visitors feel welcome, at-ease, totally present and eager to return. This juxtaposition between adventure and comfort became the core of the brand.


With a distinctive and emotional brand promise established, Spawn created Travel Alaska’s brand identity, updated their logo, overhauled the Alaska vacation planner, and developed new on-brand advertising campaigns.


The brand campaign led to a

59% increase in leads YOY

Vacation planner content and brand refresh led to an

increase in 20% ad placements

Travel Alaska’sTravel Planner was a finalist in the 2019 ESTO Mercury Awards (Educational Seminar for Tourism Organizations) for Printed Collateral Materials.