Tweed New Haven
Rebrand
2025
The challenge:
Some partnerships don’t begin with a kickoff meeting. They build quietly over time. Our work with Tweed-New Haven Airport was years in the making, shaped by shared history, evolving ambitions, and a deep belief in what HVN could become.
As passenger demand surged and long-term expansion plans took shape, Tweed needed more than a refresh. It needed a brand system designed for growth; one that preserved what travelers already loved: the ease, simplicity, and human-scale experience that makes flying from Tweed feel refreshingly different. Our challenge was to honor that enjoyment of travel today, while creating a flexible, modern identity capable of carrying Tweed confidently into its next chapter.
The inspiration:
That balance led us to our inspiration. We looked to vintage Americana, a time when air travel was an experience that felt personal, optimistic, and genuinely special. Building on Tweed’s existing foundation, we took an evolutionary approach, refining rather than reinventing, to make the airport feel even more approachable and intimate. The goal was to elevate travel back into something exceptional, without sacrificing the accessibility that makes Tweed feel different.
The process:
From there, the work unfolded through exploration and iteration. Early sketches became a way to uncover the core of the brand, revealing how iconography, logo architecture, and supporting elements could be simplified, clarified, and strengthened. By reverse-engineering the system, we were able to rebuild it with intention, ensuring every component worked together seamlessly and could scale as the airport itself grew.
The result:
From there, the work unfolded through exploration and iteration. Early sketches became a way to uncover the core of the brand, revealing how iconography, logo architecture, and supporting elements could be simplified, clarified, and strengthened. By reverse-engineering the system, we were able to rebuild it with intention, ensuring every component worked together seamlessly and could scale as the airport itself grew.
What’s next:
That vision came fully to life in the expansion renderings for the airport’s new runway and terminal. Seeing the brand manifested throughout the designs made the future tangible. Together, the brand and the space created a runway, not just for planes, but for Tweed’s continued growth and the next generation of journeys passing through HVN.
MORE ACTS OF REBELLION
