Kingdom Airlines was born out of the budget airline, LionAir, based in Indonesia. Taking elements from LionAir's existing branding led me to construct a luxury airline as a subset of the original. My overall goal for this rebranding was to take an airline that branded itself as untrustworthy, unsafe, and cheap and transform it into a brand that would build customer loyalty, present it as luxurious, and, most importantly, safe. A sturdy logo mark, a color palette of bold blues and gold, and cohesive typography all contribute to this luxury airline: Kingdom Airlines.