Merging two giants into one iconic Latin American brand.

The LATAM project was a dream come true—my longest, most immersive experience to date. Designing an airline brand touches all five senses: what you see, hear, feel, smell, and even taste. It’s a designer’s playground. The project began with six months of deep strategic work, exploring scenarios for the merger between Chile’s LAN and Brazil’s TAM—two carriers with different strengths but a shared ambition.

We mapped every stage of the customer journey across both companies, identifying what to keep, refine, or discard. This visual audit laid the foundation for a unified experience. Then, a cross-office collaboration between Interbrand São Paulo, Madrid, New York, and Santiago brought the creative phase to life. The chosen identity centered around the brand idea: “Bringing dreams and people further,” combining TAM’s warmth and elegance with LAN’s operational precision.

Beyond the visual identity, we shaped the brand experience holistically—developing LATAM’s sonic branding, scent design, fashion for cabin crew, digital interface, on-board entertainment, and signage. We also created sub-brands like LATAM Cargo, LATAM Travel, Premium Business, and VIP Lounge. Custom typography was crafted with Blackletra, and iconography was co-created with Dalton Maag, reinforcing every detail of the new identity.

LATAM became a true school for me. It taught me the power of consistency, vision, and collaboration across cultures. The brand rollout earned recognition and awards across the industry—but more importantly, it became a symbol of what Latin America can achieve when its stories, people, and ideas come together under one flag.