World Airways wanted to make international air travel more accessible to everyone. Bringing prices down by giving customers the control of paying for extra amenities like checked baggage or WIFI service, only if they needed it. This concept had been incredibly successful overseas and World wanted to bring that low-cost, long-haul segment to the US. But first, they needed a great brand to connect with travel hungry millennials and foreign-born Americans alike. Our concept was to brand World as if it was a country, but a country we could all belong to. A country we would all be citizens of. This birthed our concept of the global citizen flag which inspired all the branding and collateral. The variety of colors representing the diversity in the world and our flag a symbol of inclusion and acceptance in a time when the world needs that the most.