Super Cub
A multiformat campaign for a backcountry aviation legend.
(Client)
Airframes Alaska
(Year & Time)
2025
2 Weeks
(Services)
Branding, Marketing, Merchandise Design
Project
Overview
Merchandise and marketing materials designed to promote the famous Super Cub bush plane.
The PA-18 Super Cub is a bush plane revered for its ability to access Alaska’s most remote, rugged terrain. Built for backcountry landings and low-altitude exploration, it's not only a tool, but a cultural and historic icon to those occupying the Last Frontier. This project challenged me to design various promotional assets for the Super Cub with an emphasis on merchandise, highlighting both the technical strengths of the aircraft and the lifestyle it represents.
Drawing from my own experience growing up in Alaska, I set out to create work that reflects the freedom, grit, and connection to the land that define bush flying. My goal was to bridge the gap between the product and its home base, crafting visuals that resonate with aviation enthusiasts, tourists, and everyday Alaskans.
Design
Problem
Creating a visual strategy shaped by culture, versatility, and the spirit of Alaska.
While the Super Cub is well-known in back-country flying circles, the challenge was to develop an assortment of marketing materials that could expand its appeal without diluting its heritage. The aircraft has a dedicated following among pilots who value its utility, but outside that core group, its significance is often underappreciated or overlooked.
This project was not about rebranding the Super Cub or over-modernizing its look; instead, it called for creating thoughtful visuals that connect the plane’s unique capabilities to a broader cultural and emotional context. That meant thinking beyond specs or technical features alone, and embracing the deeper narratives surrounding it. The goal was to tell the richer story of how this machine fits into the history, landscape, and values of Alaska itself in a way that engages new audiences while still honoring the legacy the Super Cub carries.
The
Solution
Visual storytelling that celebrates the Super Cub’s vital role in Alaska’s past, present, and future.
To meet the brief, I created a multi-part campaign combining editorial marketing with a series of merchandise collections, each offering a unique lens into what the Super Cub represents. The centerpiece was an editorial-style design evoking aspirational freedom through minimal typography, dramatic landscapes, and subtle technical details. Three merchandise concepts followed, each with its own distinct theme: a retro aviation-style patch celebrating backcountry pride, a youthful mascot character inspired by Native Alaskan symbolism and childhood curiosity, and a bold, state-pride graphic that honors Alaska’s flying legacy through layered storytelling and symbolic detail.
Each piece was designed to serve a different audience, from seasoned pilots and adventurous tourists to local families and heritage-minded consumers, all while staying cohesive under one visual umbrella. The campaign blends reverence for tradition with a modern, illustrative approach, offering a fresh take on a legacy aircraft still flying strong.
concept 1
Designed as a flagship promotional asset, this piece was built to translate seamlessly across print, digital, and in-store environments. The layout pulls from premium catalog design, pairing Airframes Alaska’s signature typeface with clean supporting typography and a dramatic Denali backdrop. GPS coordinates for Palmer, Alaska anchor the design to the aircraft’s origin, while the headline Escape With the Super Cub sets an aspirational tone balanced by clear, spec-driven details for technically minded buyers.
Concept 2
This collection draws inspiration from retro aviation badges and vintage national park souvenirs, nodding to the heritage and fortitude of bush flying culture. The patch features three bear cubs trailing a Super Cub in flight, set against Pioneer Peak, a prominent landmark near Palmer, linking the aircraft with both local wildlife and the surrounding terrain.
Each colorway is derived from Alaskan seasonal palettes: warm reds and oranges reference the glow of summer’s midnight sun, while cooler purples, blues, and greens echo the northern lights of winter. The scene is intentionally familiar, designed to strike a chord with both locals and visitors through imagery that feels unmistakably Alaskan.
concept 3
This concept introduces a black bear cub as a mascot that personifies the Super Cub’s spirit. Designed to appeal to families and younger audiences, the character blends classic aviation cues with Alaska’s unique storytelling, bringing warmth and approachability to the brand.
Black bears hold deep symbolic significance across many Alaska Native cultures and frequently appear in traditional stories and visual iconography. This design is a lighthearted tribute to that cultural kinship, offering a familiar, friendly figure for those who know these traditions and an inviting entry point for new audiences discovering Alaska’s broader heritage.
Concept 4
This final design honors Alaska’s aviation heritage and its deep connection to the land, wildlife, and people who call it home. The piece offers another interpretation of the Super Cub mascot, drawing on the grizzly bear’s symbolism as a guardian and protector. Traits like strength, courage, and independence mirror those of skilled bush pilots and reinforce the aircraft’s role as a trusted companion in remote landscapes.
Set beneath the Big Dipper and the North Star, the scene references both Alaska’s flag and its history of celestial navigation during long seasons of darkness. In a place defined by fleeting summers and extended winters, the pursuit of light becomes a way of life. This design celebrates exploration, endurance, and the resilient spirit of flight that continues to shape life in the Last Frontier.
Super Cub
A multiformat campaign for a backcountry aviation legend.
(Client)
Airframes
Alaska
(Year & Time)
2025
2 Weeks
(Services)
Branding, Marketing, Merch Design
Project
Overview
Merchandise and marketing materials designed to promote the famous Super Cub bush plane.
The PA-18 Super Cub is a bush plane revered for its ability to access Alaska’s most remote, rugged terrain. Built for backcountry landings and low-altitude exploration, it's not only a tool, but a cultural and historic icon to those occupying the Last Frontier. This project challenged me to design various promotional assets for the Super Cub with an emphasis on merchandise, highlighting both the technical strengths of the aircraft and the lifestyle it represents.
Drawing from my own experience growing up in Alaska, I set out to create work that reflects the freedom, grit, and connection to the land that define bush flying. My goal was to bridge the gap between the product and its home base, crafting visuals that resonate with aviation enthusiasts, tourists, and everyday Alaskans.
Design
Problem
Creating a visual strategy shaped by culture, versatility, and the spirit of Alaska.
While the Super Cub is well-known in back-country flying circles, the challenge was to develop an assortment of marketing materials that could expand its appeal without diluting its heritage. The aircraft has a dedicated following among pilots who value its utility, but outside that core group, its significance is often underappreciated or overlooked.
This project was not about rebranding the Super Cub or over-modernizing its look; instead, it called for creating thoughtful visuals that connect the plane’s unique capabilities to a broader cultural and emotional context. That meant thinking beyond specs or technical features alone, and embracing the deeper narratives surrounding it. The goal was to tell the richer story of how this machine fits into the history, landscape, and values of Alaska itself in a way that engages new audiences while still honoring the legacy the Super Cub carries.
The
Solution
Visual storytelling that celebrates the Super Cub’s vital role in Alaska’s past, present, and future.
To meet the brief, I created a multi-part campaign combining editorial marketing with a series of merchandise collections, each offering a unique lens into what the Super Cub represents. The centerpiece was an editorial-style design evoking aspirational freedom through minimal typography, dramatic landscapes, and subtle technical details. Three merchandise concepts followed, each with its own distinct theme: a retro aviation-style patch celebrating backcountry pride, a youthful mascot character inspired by Native Alaskan symbolism and childhood curiosity, and a bold, state-pride graphic that honors Alaska’s flying legacy through layered storytelling and symbolic detail.
Each piece was designed to serve a different audience, from seasoned pilots and adventurous tourists to local families and heritage-minded consumers, all while staying cohesive under one visual umbrella. The campaign blends reverence for tradition with a modern, illustrative approach, offering a fresh take on a legacy aircraft still flying strong.
CONCEPT 1
Solution
Visual storytelling that celebrates the Super Cub’s vital role in Alaska’s past, present, and future.
Designed as a flagship promotional asset, this piece was built to translate seamlessly across print, digital, and in-store environments. The layout pulls from premium catalog design, pairing Airframes Alaska’s signature typeface with clean supporting typography and a dramatic Denali backdrop. GPS coordinates for Palmer, Alaska anchor the design to the aircraft’s origin, while the headline Escape With the Super Cub sets an aspirational tone balanced by clear, spec-driven details for technically minded buyers.
Concept 2
Read More
This collection draws inspiration from retro aviation badges and vintage national park souvenirs, nodding to the heritage and fortitude of bush flying culture. The patch features three bear cubs trailing a Super Cub in flight, set against Pioneer Peak, a prominent landmark near Palmer, linking the aircraft with both local wildlife and the surrounding terrain. Each colorway is derived from Alaskan seasonal palettes: warm reds and oranges reference the glow of summer’s midnight sun, while cooler purples, blues, and greens echo the northern lights of winter. The scene is intentionally familiar, designed to strike a chord with both locals and visitors through imagery that feels unmistakably Alaskan.
concept 2
Problem
Creating a visual strategy shaped by culture, versatility, and the spirit of Alaska.
This collection draws inspiration from retro aviation badges and vintage national park souvenirs, nodding to the heritage and fortitude of bush flying culture. The patch features three bear cubs trailing a Super Cub in flight, set against Pioneer Peak, a prominent landmark near Palmer, linking the aircraft with both local wildlife and the surrounding terrain.
Each colorway is derived from Alaskan seasonal palettes: warm reds and oranges reference the glow of summer’s midnight sun, while cooler purples, blues, and greens echo the northern lights of winter. The scene is intentionally familiar, designed to strike a chord with both locals and visitors through imagery that feels unmistakably Alaskan.
concept 4
This final design honors Alaska’s aviation heritage and its deep connection to the land, wildlife, and people who call it home. The piece offers another interpretation of the Super Cub mascot, drawing on the grizzly bear’s symbolism as a guardian and protector. Traits like strength, courage, and independence mirror those of skilled bush pilots and reinforce the aircraft’s role as a trusted companion in remote landscapes.
Set beneath the Big Dipper and the North Star, the scene references both Alaska’s flag and its history of celestial navigation during long seasons of darkness. In a place defined by fleeting summers and extended winters, the pursuit of light becomes a way of life. This design celebrates exploration, endurance, and the resilient spirit of flight that continues to shape life in the Last Frontier.
Concept 3
Read More
This design features a black bear cub as a leather-clad aviator — a mascot that personifies the aircraft’s namesake and brings a playful, approachable energy to the brand. Intended to appeal to families and younger audiences, it draws from both aviation aesthetics and Alaska’s storytelling traditions. The black bear is symbolically significant across many Alaska Native cultures, particularly among Southeast Nations such as the Tlingit, Haida, and Tsimshian. In traditional stories, bears are often seen as kin to humans, with some legends speaking of their ability to shift between the two forms. Bears are honored in totem poles and crests as emblems of strength, protection, guidance, and family. Having been raised in Alaska and hearing these beautiful stories throughout childhood, I have always felt a deep reverence for black bears. Their intelligence and curiosity, especially in cubs, feel distinctly human. This character is a tribute to that kinship: a lighthearted nod to the long-standing visual and cultural connections between black bears and the Alaskan landscape. For those who grew up with these tales, it offers a familiar, friendly face, and for new audiences, an inviting entry point to a broader heritage.
CONCEPT 3
This concept introduces a black bear cub as a mascot that personifies the Super Cub’s spirit. Designed to appeal to families and younger audiences, the character blends classic aviation cues with Alaska’s unique storytelling, bringing warmth and approachability to the brand.
Black bears hold deep symbolic significance across many Alaska Native cultures and frequently appear in traditional stories and visual iconography. This design is a lighthearted tribute to that cultural kinship, offering a familiar, friendly figure for those who know these traditions and an inviting entry point for new audiences discovering Alaska’s broader heritage.
Concept 3
Read More
This concept introduces a black bear cub as a mascot that personifies the Super Cub’s spirit. Designed to appeal to families and younger audiences, the character blends classic aviation cues with Alaska’s unique storytelling, bringing warmth and approachability to the brand. Black bears hold deep symbolic significance across many Alaska Native cultures and frequently appear in traditional stories and visual iconography. This design is a lighthearted tribute to that cultural kinship, offering a familiar, friendly figure for those who know these traditions and an inviting entry point for new audiences discovering Alaska’s broader heritage.
Concept 4
Read More
This final design honors Alaska’s aviation heritage and its deep connection to the land, wildlife, and people who call it home. The piece offers another interpretation of the Super Cub mascot, drawing on the grizzley bear’s symbolism as a guardian and protector. Traits like strength, courage, and independence mirror those of skilled bush pilots and reinforce the aircraft’s role as a trusted companion in remote landscapes. Set beneath the Big Dipper and the North Star, the scene references both Alaska’s flag and its history of celestial navigation during long seasons of darkness. In a place defined by fleeting summers and extended winters, the pursuit of light becomes a way of life. This design celebrates exploration, endurance, and the resilient spirit of flight that continues to shape life in the Last Frontier.
Concept 1
Super Cub
A multiformat campaign for a backcountry aviation legend.
(Client)
(Client)
Airframes Alaska
(Year & Time)
(Year & Time)
2025
2 Weeks
(Services)
(Services)
Branding, Marketing, Merch Design
Project
Overview
Merchandise and marketing materials designed to promote the famous Super Cub bush plane.
The PA-18 Super Cub is a bush plane revered for its ability to access Alaska’s most remote, rugged terrain. Built for backcountry landings and low-altitude exploration, it's not only a tool, but a cultural and historic icon to those occupying the Last Frontier. This project challenged me to design various promotional assets for the Super Cub with an emphasis on merchandise, highlighting both the technical strengths of the aircraft and the lifestyle it represents.
Drawing from my own experience growing up in Alaska, I set out to create work that reflects the freedom, grit, and connection to the land that define bush flying. My goal was to bridge the gap between the product and its home base, crafting visuals that resonate with aviation enthusiasts, tourists, and everyday Alaskans.
Design
Problem
Creating a visual strategy shaped by culture, versatility, and the spirit of Alaska.
While the Super Cub is well-known in back-country flying circles, the challenge was to develop an assortment of marketing materials that could expand its appeal without diluting its heritage. The aircraft has a dedicated following among pilots who value its utility, but outside that core group, its significance is often underappreciated or overlooked.
This project was not about rebranding the Super Cub or over-modernizing its look; instead, it called for creating thoughtful visuals that connect the plane’s unique capabilities to a broader cultural and emotional context. That meant thinking beyond specs or technical features alone, and embracing the deeper narratives surrounding it. The goal was to tell the richer story of how this machine fits into the history, landscape, and values of Alaska itself in a way that engages new audiences while still honoring the legacy the Super Cub carries.
The
Solution
Visual storytelling that celebrates the Super Cub’s vital role in Alaska’s past, present, and future.
To meet the brief, I created a multi-part campaign combining editorial marketing with a series of merchandise collections, each offering a unique lens into what the Super Cub represents. The centerpiece was an editorial-style design evoking aspirational freedom through minimal typography, dramatic landscapes, and subtle technical details. Three merchandise concepts followed, each with its own distinct theme: a retro aviation-style patch celebrating backcountry pride, a youthful mascot character inspired by Native Alaskan symbolism and childhood curiosity, and a bold, state-pride graphic that honors Alaska’s flying legacy through layered storytelling and symbolic detail.
Each piece was designed to serve a different audience, from seasoned pilots and adventurous tourists to local families and heritage-minded consumers, all while staying cohesive under one visual umbrella. The campaign blends reverence for tradition with a modern, illustrative approach, offering a fresh take on a legacy aircraft still flying strong.
Read More
To draw a Frame, click on Layout in the Toolbar, then select Frame. Now, you can click and drag anywhere on the Canvas.
Concept 1
Concept 1
Solution
Visual storytelling that celebrates the Super Cub’s vital role in Alaska’s past, present, and future.
Designed as a flagship promotional asset, this piece was built to translate seamlessly across print, digital, and in-store environments. The layout pulls from premium catalog design, pairing Airframes Alaska’s signature typeface with clean supporting typography and a dramatic Denali backdrop. GPS coordinates for Palmer, Alaska anchor the design to the aircraft’s origin, while the headline Escape With the Super Cub sets an aspirational tone balanced by clear, spec-driven details for technically minded buyers.
Read More
To draw a Frame, click on Layout in the Toolbar, then select Frame. Now, you can click and drag anywhere on the Canvas.
Concept 3
Concept 2
Problem
Creating a visual strategy shaped by culture, versatility, and the spirit of Alaska.
This collection draws inspiration from retro aviation badges and vintage national park souvenirs, nodding to the heritage and fortitude of bush flying culture. The patch features three bear cubs trailing a Super Cub in flight, set against Pioneer Peak, a prominent landmark near Palmer, linking the aircraft with both local wildlife and the surrounding terrain.
Each colorway is derived from Alaskan seasonal palettes: warm reds and oranges reference the glow of summer’s midnight sun, while cooler purples, blues, and greens echo the northern lights of winter. The scene is intentionally familiar, designed to strike a chord with both locals and visitors through imagery that feels unmistakably Alaskan.
Concept 3
This concept introduces a black bear cub as a mascot that personifies the Super Cub’s spirit. Designed to appeal to families and younger audiences, the character blends classic aviation cues with Alaska’s unique storytelling, bringing warmth and approachability to the brand.
Black bears hold deep symbolic significance across many Alaska Native cultures and frequently appear in traditional stories and visual iconography. This design is a lighthearted tribute to that cultural kinship, offering a familiar, friendly figure for those who know these traditions and an inviting entry point for new audiences discovering Alaska’s broader heritage.
Read More
This collection draws inspiration from retro aviation badges and vintage national park souvenirs, nodding to the heritage and fortitude of bush flying culture. The patch features three bear cubs trailing a Super Cub in flight, set against Pioneer Peak, a prominent landmark near Palmer, linking the aircraft with both local wildlife and the surrounding terrain. Each colorway is derived from Alaskan seasonal palettes: warm reds and oranges reference the glow of summer’s midnight sun, while cooler purples, blues, and greens echo the northern lights of winter. The scene is intentionally familiar, designed to strike a chord with both locals and visitors through imagery that feels unmistakably Alaskan.
Concept 2
Read More
This design features a black bear cub as a leather-clad aviator — a mascot that personifies the aircraft’s namesake and brings a playful, approachable energy to the brand. Intended to appeal to families and younger audiences, it draws from both aviation aesthetics and Alaska’s storytelling traditions. The black bear is symbolically significant across many Alaska Native cultures, particularly among Southeast Nations such as the Tlingit, Haida, and Tsimshian. In traditional stories, bears are often seen as kin to humans, with some legends speaking of their ability to shift between the two forms. Bears are honored in totem poles and crests as emblems of strength, protection, guidance, and family. Having been raised in Alaska and hearing these beautiful stories throughout childhood, I have always felt a deep reverence for black bears. Their intelligence and curiosity, especially in cubs, feel distinctly human. This character is a tribute to that kinship: a lighthearted nod to the long-standing visual and cultural connections between black bears and the Alaskan landscape. For those who grew up with these tales, it offers a familiar, friendly face, and for new audiences, an inviting entry point to a broader heritage.
Concept 3
Concept 4
Read More
This final design honors Alaska’s aviation heritage and its deep connection to the land, wildlife, and people who call it home. The piece offers another interpretation of the Super Cub mascot, drawing on the grizzley bear’s symbolism as a guardian and protector. Traits like strength, courage, and independence mirror those of skilled bush pilots and reinforce the aircraft’s role as a trusted companion in remote landscapes. Set beneath the Big Dipper and the North Star, the scene references both Alaska’s flag and its history of celestial navigation during long seasons of darkness. In a place defined by fleeting summers and extended winters, the pursuit of light becomes a way of life. This design celebrates exploration, endurance, and the resilient spirit of flight that continues to shape life in the Last Frontier.
Concept 4
This final design honors Alaska’s aviation heritage and its deep connection to the land, wildlife, and people who call it home. The piece offers another interpretation of the Super Cub mascot, drawing on the grizzly bear’s symbolism as a guardian and protector. Traits like strength, courage, and independence mirror those of skilled bush pilots and reinforce the aircraft’s role as a trusted companion in remote landscapes.
Set beneath the Big Dipper and the North Star, the scene references both Alaska’s flag and its history of celestial navigation during long seasons of darkness. In a place defined by fleeting summers and extended winters, the pursuit of light becomes a way of life. This design celebrates exploration, endurance, and the resilient spirit of flight that continues to shape life in the Last Frontier.
