One airline, four audiences, every channel

I design for SKY’s four businesses at once: travelers, companies (SKY Empresas), cargo (SKY Carga) and travel agencies, in Chile, Peru and the other markets SKY flies to. Most weeks that means several campaigns running in parallel, each one needing email, social, web and sometimes outdoor and TV.

The biggest launch I’ve worked on so far is Economy Premier, SKY’s new seat with priority boarding, extra legroom, a reserved overhead bin and a snack included.

Economy Premier needed its own lockup that still read as SKY. I worked on it in May 2026, before the launch: two words, SKY’s purple, and the orange arrow that closes SKY’s headlines.

I explored five ways to stack it, with and without an orange rule, before landing on the final pair: a horizontal version with an orange divider for banners and headers, and a stacked one for square and vertical formats. The i in premier keeps an orange dot, the one accent of color inside the word.

SKY’s agency shot the key visual: a passenger in the new seat and the line “For those who like to go first”. I took that line and turned it into a 38-second launch film made with generative AI, one benefit per scene: first to board, first to stretch out, first to stow your bag, first to eat something good.

Each scene reuses the four benefit icons from the campaign, so the film, the emails and the banners all say the same four things in the same order.

Then the same idea had to work for everyone who would hear about it. Passengers who had already picked a seat got an upgrade email, some of them by name. Companies got it under the SKY Empresas header, agencies with the date the seats went on sale. The web got a banner, and the street got an animated version in eleven screen sizes.

Outside the big launches, most of the job is keeping four very different audiences sounding like one airline. Each one has its own lockup, color and tone inside SKY’s brand, so a piece is recognizable as SKY before you read it, and as yours once you do.

Design is most of my day, but not all of it. Throughout my time at SKY I’ve worked next to the brand manager on running the account: coordinating suppliers like the email marketing agency, print shops and producers, following each campaign’s metrics, keeping the calendar on track and making sure every piece goes out on time and on brand.