CONTEXT
Creating an airline that customers love is rooted in creating an airline that employees love. Alaska Airlines’ acquisition of Virgin America provided a historic moment to create new uniforms for Alaska’s customer-facing team of pilots, flight attendants, ground and maintenance crews, and customer service agents. Alaska partnered with Seattle fashion icon Luly Yang to design the uniform collection and partnered with Touch to unveil the first look of the wear test collection to employees, media, and the public.

OUR APPROACH
We built our approach on extensive research and employee input, understanding that Luly Yang and the Alaska uniform team had designed new uniforms not just to meet the rigorous needs across a variety of employee roles, but also to reflect a critical brand moment in Alaska Airlines’ history. Form met function in the uniform design, as well as the design and production of the event.

To share important details of the uniforms—buttons and zippers, embroidery, belts—we shot extreme close-up 4K video, which provided a dramatic opening tease to the event as it played on a 70” screen, and provided an inspiring motion backdrop to employee models strutting down the runway to the cheers of their peers.

Held at the Alaska Airlines maintenance hangar at SeaTac airport, the event opened with the January 2018 Company Meeting, followed by the much-anticipated uniform reveal fashion show. Touch worked with the facilities team to manage security logistics, load in/load out, and rehearsals around maintenance needs, ultimately producing an event that delivered a milestone brand moment.

Employees were thrilled. Press was enthusiastic. And Alaska Airlines customers will continue to enjoy the legacy of Alaska’s legendary customer service, now with more ease and style.