Rebranding work done for Tucson International Airport. Insight: The aviation industry is modernizing – in design, function and brand. People have raised their expectations for both carriers and airports, and their respective brands must rise to meet them. Observation: Aviation brands are allowing themselves to be less corporate and more real. It’s as if they’ve finally realized the TSA isn’t screening their brands. Even though travel can be a hassle, marketing doesn’t have to be cold, distant or disingenuous.