A speculative rebrand and responsive website exploring what Pan Am could look like if it flew again today — a self-directed project pairing visual identity with a full booking experience.
Pan Am's visual identity is instantly recognisable — but a heritage look doesn't automatically translate into a booking experience that meets today's expectations for speed, clarity, and mobile-first travel planning. The challenge I set for myself: honour the brand's iconic navy-and-globe identity while designing an interface that feels current.
I audited booking flows across a mix of legacy and modern airline sites, noting where flows broke down: buried fare rules, unclear seat-selection pricing, and forms that didn't adapt well to mobile. I paired that with brand research into Pan Am's original typography, colour, and iconography to identify what was worth preserving versus modernising.
The redesigned flow reduced booking down to three clear decisions — where, when, and which fare — before revealing secondary options like seat selection and add-ons progressively. The refreshed visual system kept Pan Am's navy and globe mark front and centre, paired with a cleaner grid, more breathing room, and a warmer accent colour for calls to action.
Every screen was designed mobile-first, then scaled up, since the original research showed a growing share of leisure travellers booking primarily from their phones.