PRECIOUS CARGO.
ALASKA | HAWAIIAN AIR CARGO

Following the merger of Alaska and Hawaiian Airlines, the cargo division needed an awareness campaign to introduce their combined brand to domestic and international freight forwarders. Building on both airlines’ heritage and shared values, the campaign highlighted their expanded network and capabilities. The result positioned Alaska and Hawaiian Air Cargo as a stronger, united partner for shippers worldwide.

Alaska Airlines Air Cargo ad campaign by Seattle-based art director and brand designer Charlie Worcester.
A person holding a cardboard box, with a large bouquet of colorful flowers emerging from the box, set against a green background with promotional text for AlaskA and Hawaiian Air Cargo.
An advertisement for Alaska Airlines and Hawaiian Airlines featuring vibrant tropical fruit and flowers, with text about growing cargo capacity and individual customer service, set on a purple background.
alaskacargo.com

Beyond the campaign itself, all communication materials were updated to reflect the new post-merger airline, including refreshed maps, sell sheets, and brochures, along with a new graphic system showcasing expanded routes into Asia and Europe.

A detailed comparison chart of Hawaiian Airlines aircraft models and cargo containers, including images of widebody and narrowbody planes, cargo freighters, and diagrams of aircraft and container dimensions.
Travel infographic showing a new cargo route from Seattle to Seoul, with a stylized image of a traditional Korean palace and an airplane icon in the background.
Illustration of the Colosseum in Rome, with text announcing a trip from Seattle to Rome starting summer 2026, featuring an airplane icon and a dotted flight path.