Aviation design studio, NewTerritory, has been appointed by LATAM Airlines to deliver a comprehensive branding redesign, following a competitive tender process.

NewTerritory will lead the delivery of LATAM’s new product design identity and design philosophy, along with the supporting documentation that will shape all future design programme launches. The  project begins with the creation of a Product Design Bible – a foundational document that will define the branding elements. From the check-in counter and airport lounge to the aircraft seat, this work will establish the core principles that guide every touchpoint in the passenger journey.

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Speaking on the announcement, Nadja Orwell, Director of Client Partnerships at NewTerritory, said: “Flying may be more familiar than ever, and because of that, customer expectations continue to evolve with growing demand for personalisation, comfort and considered moments throughout the journey.

“For airlines, this means working harder than ever to deliver experiences that feel intentional, elevated and memorable to create moments that speak to passengers’ emotional needs.

Dominic Purvis, SVP of Product and Customer Experience at LATAM Airlines, added: “NewTerritory demonstrated a unique ability to connect brand, design and customer experience in a way that felt both strategic and emotionally intelligent. Their creative approach and cross-sector insight made them the standout choice in a highly competitive process”.

Further details on the project will be shared later this year, with phased rollouts expected to align with LATAM’s broader innovation and customer strategy.