Spirit Airlines Reveals New Product and Service Under New Brand Strategy

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FLORIDA- Spirit Airlines (NK) launches a comprehensive brand overhaul, introducing new products and services aimed at delivering exceptional value to all travelers.

VML, selected after a formal agency review, spearheaded the development of Spirit’s new brand strategy, positioning, and identity.

Photo: JFK spotting | Instagram

Spirit Airlines New Brand Strategy

The revamped brand strategy showcases Spirit’s transformed guest experience and introduces high-value travel options designed to provide friendlier, more comfortable, and cost-effective journeys. Tombras partners with Spirit to implement the new strategy across the airline’s marketing ecosystem.

Spirit’s brand transformation coincides with the announcement of several new guest benefits, including an enhanced boarding experience, designated priority check-in, and expanded guest-friendly policies.

The airline now offers premium selections featuring snacks, drinks, baggage allowances, priority services, and Wi-Fi access.

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Matt Klein, Spirit Airlines’ Chief Commercial Officer, emphasized the company’s focus on enhancing the guest experience.

He praised VML’s partnership in reimagining the Spirit brand during this transformative period, citing the agency’s brand design philosophy and experience as key factors in their selection.

Photo: VML

VML: Leading Marketing Company

VML’s Brand Identity and Design team, in collaboration with their Strategy team, led Spirit Airlines’ comprehensive brand identity overhaul. The agency, known for reimagining global brands like Intel and World of Hyatt, applied its expertise to revitalize Spirit’s visual and verbal identity.

The new design features a dynamic color system expanding beyond Spirit’s iconic yellow and black palette. VML introduced an italicized window shape as a versatile framing device and pattern element. The redesign also includes updated typography, photography approaches, and a distinct tone of voice positioning Spirit as the “People’s Travel Champion.”

Robb Smigielski, VML’s Chief Design Officer, emphasized the modernized identity’s ability to signal Spirit’s new direction to travelers. The window framing device allows for personalized storytelling, reflecting diverse travel perspectives and setting the foundation for future brand narratives.

Renée Lavecchia, Executive Director of VML Miami, highlighted the project’s significance amid current airline industry challenges. She noted the opportunity to redefine travel brands and meet evolving consumer needs, positioning the Spirit Airlines rebranding as a showcase of VML’s strategic capabilities.

Did you start to see notable changes in the Spirit Airlines brand after the recent makeover? Let us know your thoughts in the comments.

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Spirit Airlines Introduces Premium Seats, Priority Boarding and More

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