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As part of the team at Lippincott, Matt Watson played a pivotal role in the transformative rebrand of Northwest Airlines, a carrier struggling with a dated image and negative perceptions. The rebranding effort reinvigorated the airline, positioning it for a brighter future and eventual sale. Watson's contributions included designing a modernized brand identity, reimagining interior spaces, developing intuitive airport wayfinding, and enhancing passenger communications. This comprehensive approach not only elevated the airline's aesthetic appeal but also reinforced its commitment to providing a better travel experience, leaving a lasting impact on its legacy.
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
Design for behavior. We craft digital experiences that are intuitive, scalable, and aligned with how real people move, click, swipe, and search.
Bring brands to life. Physical spaces, moments, and memories matter. We design experiences that feel human—and stay with you long after the lights go out.
Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
Partner on progress. We work alongside your team to solve real problems, shift thinking, and build internal alignment—without the agency ego.
