KLM Royal Dutch Airlines

Building a unified brand experience

Client

Role

Creative Direction
Design Direction
UX / UI Design

Year

2025

Together with Mark Tunzi, we were responsible for refreshing KLM’s brand identity. Building upon their 106-year history, KLM needed to evolve with purpose. From booking a flight to checking in or reading baggage rules, every interaction should feel unmistakably KLM.

To achieve this, we the sharped the brand’s identity on each level and developed the Digital Experience Design Language (DXDL), a framework that translates KLM’s brand principles into clear guidelines. It ensures a unified brand experience across touchpoints and empowers every team to design products that truly breathe KLM.

Shape language

Inspired by our updated design principles, we built our shape language around a soft, rounded corner.

Typography

Our customised typeface, Universal Sans, brings clarity and consistency to every touchpoint.

New Color system

Colour played an essential role in bringing our identity to life. It enhances brand expression and our unique personality.

Together with KLM, we initiated a track to refresh their identity and translated it into a unified brand experience across all touchpoints, formats and teams.

What started as a digital translation of a campaign evolved into something bigger. The design principles and visual updates we created ended up influencing the full brand experience across both digital and physical environments.

KLM - Print advertising

KLM - Digital touchpoints

KLM - Billboards

KLM - In Flight Entertainment

KLM - App

KLM - Campaign pages

KLM - New Iconography set (~400 icons)

This project was a true co-creation. I led the design direction alongside Mark Tunzi, an old friend and creative partner combining our agency background with in-depth product knowledge to help KLM evolve into a digitally mature brand.