March of Dimes partnership livery
The design team was presented with a unique opportunity: to create a special livery commemorating United's decade-long partnership with the March of Dimes. This commemorative aircraft, enhanced with a custom paint job, aimed to honor the partnership's commitment to supporting families nationwide and promoting healthy pregnancies and babies. To ensure the success of this project, our team embarked on a journey to understand the March of Dimes brand and values, collaborating closely with partnership stakeholders to conceptualize a livery that effectively communicated the partnership's mission while adhering to technical constraints.
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Our process began with comprehensive research into the March of Dimes brand and values, laying the groundwork for meaningful design exploration. Collaborating with partnership stakeholders, we delineated the livery's objectives and discussed the appropriate balance between United and March of Dimes branding elements. Engaging with the aircraft maintenance department, we assessed the feasibility of modifying different parts of the plane, ensuring alignment with technical requirements. Armed with this knowledge, our design team generated multiple concepts, iterating and refining them through team critiques and stakeholder feedback. Emphasizing brand awareness and visual appeal, we curated a selection of concepts to present to business stakeholders, evaluating each against predefined parameters and business objectives.
Upon receiving blueprints of the aircraft, our team collaborated with the maintenance team to carefully analyze the structural layout to identify paintable areas suitable for the partnership livery. Additionally, we designed a decal to be prominently displayed near the aircraft door, ensuring visibility to passengers during boarding. Upon finalizing the selected concept, we collaborated with an agency specialized in creating maintenance shop-ready blueprints, facilitating the implementation of the design onto the aircraft.
The project's success was evident in its widespread acclaim and positive reception. The unveiling of the "purple plane" garnered significant press attention and goodwill, resonating with employees, passengers, and the media alike. Not only did it serve as a striking visual representation of the enduring partnership between United and the March of Dimes, but it also raised awareness for the crucial issue of premature birth. The popularity of the special livery led to the creation of limited-edition March of Dimes aircraft models, further solidifying the partnership's impact and legacy.