Spearheaded the creative development of the groundbreaking United Polaris brand, overseeing every aspect from naming and logo design to crafting a cohesive color strategy, distinctive brand patterns, and captivating photography.

Refresh of United Signature Service's photo library, capturing high-quality images that elevated brand awareness and showcased the personalized experience of the premium concierge service.

Led the creation of a special livery commemorating United's partnership with the March of Dimes, symbolizing a decade of support for healthy pregnancies and babies.

Creative development of external and internal facing logos and brand identities, ensuring alignment with the larger company brand while meeting specific business objectives.

Branded boarding video project transformed seatback screens into engaging platforms for brand reinforcement and passenger entertainment, featuring a curated mix of travel highlights, United facts, and feel-good events.

Comprehensive redesign of united.com's content pages, integrating flight choices, layouts, and navigation elements into a cohesive design system.

Directed the creation of the Mileage Plus membership cards and luggage tags, infusing them with a premium feel and distinct brand elements, ultimately enhancing the member experience and reinforcing brand identity.

A unique design opportunity: leveraging airplane napkins to showcase our brand and highlight favorite destinations.