It's no secret that Spirit Airlines has a bit of a reputation problem. Spirit might even hold a record for most-joked-about-brands during Weekend Update on SNL.

But the fact of the matter is that Spirit is just like the leading airlines, just cheaper. We positioned Spirit as being Surprisingly Standard, an appropriately humble way for a previously hated brand to frame its improvement.

When it comes to visual representations of standard, there's hardly a better example than wayfinding systems in airports. This concept did just that, creating an iconography-driven language drawn from the geometry of "r" in the Spirit wordmark. The icon language is a direct reference to the offering being presented.