Building a unified
brand experience

As part of the digital team together with Laurens Beil we were responsible for refreshing the KLM brand identity across all digital touchpoints. In close collaboration with the CX and digital marketing teams, we led a small design team to define a new digital experience design language that became the foundation for every brand interaction. From emails, banners and billboards to the website, app, airport kiosks and inflight entertainment, we created one unified KLM brand experience.

The created foundations included a new shape language, a refined color palette, custom iconography, illustration and a motion system for digital products.