Brandon Shields and Lindsey O'Sullivan on how three modest bets, made to survive a brand refresh and "maybe dark mode," ended up carrying four brands and ten markets.
"A second airline is just a very aggressive dark mode."
Every component asks for brand.primary, never a named color. So a new airline was a token file, not a rebuild. A new market became a locale, and retiring one became a toggle.
Find the place where you built a per-brand or per-market copy of something. There's always one. Ask what it would take to make it a dimension instead. That's where your next "yes" is hiding.
Agents thrive on structured content: fields that mean something and a model that says what goes where. The shared models we built so two airlines could share a campaign are the ones we're handing to agents now.