Tru Airlines
Project Type: branding
client: fictional (course assignment)
role: graphic designer
tools used: adobe illustrator, adobe Photoshop
Description
Tru Airlines is a fictional low-cost airline brand developed as part of a branding course project. The brief called for a visual identity that would resonate with Gen Z and Millennial travelers who prioritize value, transparency, and a no-frills experience — without sacrificing personality or trust. The goal was to create a modern, youthful brand that felt approachable, honest, and smart — like the friend who always finds the best deal (and shares it). The result is a flexible and expressive identity system that reflects the airline’s core message: “Fare in your favor.”
Process
I began by thoroughly reviewing the brief and identifying Tru’s unique position within the budget travel space. To ground my direction, I researched real-world competitors like JetBlue, Frontier, and Southwest, focusing on how they communicate affordability and value. I then developed two styleboards to explore visual tone and mood. To generate logo concepts, I used a word association exercise followed by rough sketching on iPad in Procreate. After refining my top ideas, I presented them to peers for feedback and ultimately selected a logo mark that reflects motion, ease, and simplicity. Next, I built out the full identity system: typographic hierarchy, color palette, brand patterns, brand voice and examples, and photography direction aligned to the target demographic. Finally, I brought the system to life with a set of mockups, including plane livery, onboard materials, merchandise, and a mobile boarding pass.
Reflection
This project deepened my understanding of how strategy and storytelling drive visual design. Developing Tru Airlines' brand voice in particular taught me how to walk the line between being clever and being clear — crafting a tone that feels human without losing professionalism. I also learned how to create a cohesive system that extends beyond the logo. From typography to photography to tone of voice, every element was a chance to reinforce the brand’s identity and values. Tru Airlines reminded me that great branding doesn’t need to be expensive — it just needs to be intentional. This project helped me grow as a designer by pushing me to think like both a strategist and a storyteller.
