Client: Southwest Airlines

Company: O.C Tanner

Years: 2021-2026

Southwest Airlines partnered with O.C. Tanner to re-energize their SWAG (Southwest Airlines Gratitude) internal recognition program—powered by the Culture Cloud platform—with a refreshed brand experience that felt unmistakably Southwest: fun, friendly, and full of heart.

The refreshed identity includes a new wordmark, spark icon, a line‑icon pattern system, and a celebratory visual language that builds on the legacy of the original program.

Years of Service

For milestone anniversaries, Cohearts receive a branded SWAG booklet filled with celebratory messaging, peer comments, and instructions for selecting their anniversary award. Each booklet is paired with a symbolic pin — a small but meaningful marker of their time with the company

World Gratitude Day Campaign

To boost engagement on World Gratitude Day (September 21), we created a campaign featuring a new eCard abd email encouraging Cohearts to share gratitude across the organization.

Challenging Times

After a severe winter storm led to the cancellation of nearly 17,000 flights, Southwest sent every Coheart a digital thank‑you card paired with an appreciation‑point deposit — a moment to acknowledge resilience during an incredibly difficult season.

Wellness Campaign

For a Southwest Wellness event, we developed a Gratitude Package that included an educational pamphlet, table tent, stickers, and thank‑you cards — all designed to spark moments of appreciation and encourage employees to download and use the Culture Cloud app.