THE STORY OF HOW WE TRANSFORMED A LEGACY BRAND FOR THE MODERN WORLD.

In 2020, airlines were on their knees.

Planes grounded.

United went from 295 international routes in 2019 to 10 in 2020.

They had their worst fiscal quarter in the airlines 99 year history.

But the airline had a vision for the future: be more than just an airline.

So we partnered with United to tell their story, and change the trajectory of their company.

UNITED’S MISSION:

BE A FORCE FOR GOOD IN THE WORLD.

  • good for you

    At a time when other airlines hunkered down, United made a historic investment in new planes for their customers.

  • good for the planet

    Landmark investments in sustainable technology to take responsibility for their part in the environmental crisis.

  • Good for diversity

    A pilot shortage? A diversity problem in the flight deck? United’s response: an elite flight school.

  • good for the world

    Those grounded planes? United started flying vaccines, baby formula, and even refugees out of Afghanistan.

CHAPTER ONE

Re-introduce the world to an airline they thought they knew.

united’s employees are the heart and soul of the airline. real good stories tells… their stories.

CHAPTER TWO

Take something boring - sustainable aviation fuel made from trash.

Make it entertaining - hire a muppet who loves trash.

Get the world to support United mission to do good for the planet.

CHAPTER THREE

Show the world what

the world’s biggest airline

can do for each and every person.

CHAPTER FOUR

Turning a local-first strategy into pure hometown brand love and selling a few million tickets or so.

Over the past FEW years, we have thoughtfully created the building blocks of an iconic brand. And changed hearts and minds about an airline they thought they knew.


since the brand relaunch, united has transformed into an industry leader.

and this work has told the story of this leadership, helping to win accolades such as Time’s world’s best companies, Fast Company’s world’s most innovative companies, adage’s marketer of the year, and countless more. helping their stock performance take off.

The best part? the story is just getting started.


The journey of United Airlines has been one of great personal and professional growth for me. I cannot tell the story without also sharing how much I have learned in the past five years of partnership, dedication and creativity.

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