KLM: SocialVisual Identity
Branding & Design
Reimagining KLM on Social started with a simple ambition: transform social media from a promotional channel into a destination people would actively explore and return to. As part of a broader social strategy overhaul, a new visual identity was developed to support this shift, creating a scalable framework capable of balancing storytelling, inspiration, utility and community engagement within one experience.
Client
KLM
Agency
Boomerang
A platform designed for endless stories.
The creative strategy, Endless Stories, was built on the idea that every journey contains countless narratives waiting to be told. From passengers and crew to destinations and cultural moments, KLM became the curator of an ongoing stream of travel stories. This principle informed the entire visual identity, creating a system designed for discovery.
A modular visual language.
To accommodate a wide range of content, a modular design system was developed around distinct content pillars. Colour-coded categories, immersive photography, bold typography and flexible layouts created a clear structure while allowing each topic to retain its own personality. The result was a visual language that felt both highly recognizable and endlessly adaptable.
Recognizable,yet refreshing.
Built around the idea that KLM is the publisher and every traveler is a storyteller, the identity combines KLM’s most recognizable visual assets with the language of social media. Interactive elements and user perspectives bring the content to life, creating a style that feels unmistakably KLM.
