Post-recession, post-merger and acquisition of Northwest Airlines, Delta needed to emerge as a leader in flight and inspire its 80K+ employees around the globe. We needed to rally employees and high value customers alike around the New Delta Airlines — now the largest carrier in the world. We created a brand platform that celebrated the company’s past and ushered it into a new, modern future. The airline has remained #1 since this significant brand shift in 2009. The tagline still informs the brand today, in 2022.

Keep Climbing.