United Polaris brand development
In response to shifting market dynamics and the need to redefine the business class experience, United Airlines embarked on a strategic initiative to launch United Polaris® business class. Recognizing the demand for enhanced premium cabin travel and the competitive landscape among international airlines, United saw an opportunity to create a distinctive brand that would resonate with business travelers. The goal was ambitious: to elevate the entire business class journey and position United as a leader in premium air travel, offering unparalleled comfort and service from check-in to destination.
The design process for United Polaris business class involved a comprehensive approach encompassing ideation, exploration, and refinement. Collaborative workshops, brainstorming sessions, and user testing sessions laid the groundwork for the brand's transformation, culminating in the creation of a cohesive and elevated business class experience.
Naming concept A
Naming concept B
Naming concept C
Naming concept D
Through intensive workshops and focus groups, the name "Polaris" emerged as the guiding Northstar for United's premium business class offering. Concurrently, visual concept exploration delved into various design elements that would embody the essence of the brand, setting the stage for a transformative journey.
In an exploration of alternate names, "Rhapsody" was considered to complement United's signature song, "Rhapsody in Blue." This creative exploration provided insight into the potential resonance of different brand identities within the context of United Polaris.
The comparison between "Rhapsody" and "Polaris" concepts underscored the strategic significance of each name in conveying the brand's vision and objectives. Ultimately, the decision to move forward with "Polaris" reflected its alignment with United's overarching brand identity and messaging.
With "Polaris" selected as the definitive name, attention turned to logo and star concept exploration. Iterative refinement and collaboration with stakeholders resulted in the development of a visually striking logo that encapsulated the essence of United Polaris, with the star motif symbolizing guidance and excellence.
Collaboration with high-level business stakeholders was instrumental in finalizing the selection of the Polaris logo. Subsequent efforts focused on building out logo variations to encompass different brand touchpoints, including lounge, business class, first class, and Asian character versions.
The development of a cohesive color strategy played a pivotal role in reinforcing the brand identity of United Polaris. Careful attention to color selection ensured consistency and resonance across various brand elements and touchpoints.
Exploration of brand pattern concepts further enriched the visual identity of United Polaris, providing depth and texture to the brand experience. Iterative refinement and collaboration yielded patterns that seamlessly integrated with the overall brand aesthetic.
The synergy between color strategy and brand patterns was explored to ensure harmonious integration across brand communications and touchpoints. This holistic approach enhanced brand recognition and reinforced the premium experience of United Polaris.
The culmination of the design process was captured through a meticulously orchestrated brand photo shoot. Collaborative efforts with business stakeholders and creative direction ensured the successful capture of imagery that authentically represented the essence of United Polaris, showcasing the premium offering across various mediums.
The launch of United Polaris business class marked a significant milestone in United Airlines' journey to redefine premium air travel. The strategic ingenuity and collaborative effort involved in forging a new brand identity ensured alignment with key stakeholders and secured approval at the highest levels, including the CEO. Despite challenging timelines, the project was executed with precision, leading to the timely launch of the enhanced business class offering. The positive market response was evident, with business travelers embracing the elevated experience and solidifying United's position as a leader in the international market. The success of United Polaris reverberated throughout the entire organization, underscoring its contribution to the overall success of the business.