It's always a busy day for the Art Directors of United Airlines.
One day, you're creating mood boards for photo shoots, another day building campaigns from the ground up or branding the offices for corporate to the physical spaces at the airports.
The role of the internal creative services team is to support the many different working groups that keep United flying. We are the creative support team that provides creative support that ranges from lanyards, flyers, and posters, to signage large and small and campaigns that run seasonally that need to be refreshed or a brand new campaign. Whatever they needed to support them.
The Art Director's role was to guide a team of designers to stay on brand for all the work created. We also presented all concepts to the Creative Director as well as to the clients and worked closely with writers and production managers to make sure all deadlines were met.
The art director's role was to help the different teams at United understand the importance of United's brand to uphold its visual standards no matter the venue to give one voice to the brand and a consistent experience to all of United's customers.
We as consumers only see the pilots, desk agents, and flight attendants, little do we know of the hundreds of folks behind the scenes that affect our flying experience. I loved meeting and learning how an airline works. Whenever I fly, I now think more about "what's behind the scenes" than the seat I'm in.
One day, you're creating mood boards for photo shoots, another day building campaigns from the ground up or branding the offices for corporate to the physical spaces at the airports.
The role of the internal creative services team is to support the many different working groups that keep United flying. We are the creative support team that provides creative support that ranges from lanyards, flyers, and posters, to signage large and small and campaigns that run seasonally that need to be refreshed or a brand new campaign. Whatever they needed to support them.
The Art Director's role was to guide a team of designers to stay on brand for all the work created. We also presented all concepts to the Creative Director as well as to the clients and worked closely with writers and production managers to make sure all deadlines were met.
The art director's role was to help the different teams at United understand the importance of United's brand to uphold its visual standards no matter the venue to give one voice to the brand and a consistent experience to all of United's customers.
We as consumers only see the pilots, desk agents, and flight attendants, little do we know of the hundreds of folks behind the scenes that affect our flying experience. I loved meeting and learning how an airline works. Whenever I fly, I now think more about "what's behind the scenes" than the seat I'm in.
United Airlines was going through a refresh in branding and that involved photography. One of the clients I worked with very closely was the Cargo team. More than luggage goes in the belly of the plane. I put together the mood boards, and shot list, and was on-site for the photo shoot to make sure we captured the new look/vibe of the brand and to make sure we captured all the photos that were requested by the Cargo team. Being on the tarmac alongside these incredible aircraft was truly exhilarating and a standout moment from my time there.
IAH Terminal wall concepts for the terminal in Dallas Texas that is being built bigger and better.
 Wear Test Manuals
In 2018-19 United Airlines was undergoing a uniform refresh, and the Creative Services team was tasked with developing three distinct wear test manuals. These manuals were designed to support selected employees in evaluating the garments for wearability and comfort, and to provide structured feedback to the Uniforms Team.
The primary objective was to clearly communicate what pieces were new or updated, and to demonstrate how different garments could be combined to create cohesive, on-brand looks.
As the lead Art Director on the project, I oversaw a team of three designers and one photo editor. I provided creative direction through moodboards, conducted design reviews, and participated in the accessory photoshoot. I also served as the quality lead—ensuring that all photography, including assets from other teams, maintained a consistent and on-brand visual style.
We produced three manuals, 44 pages, tailored to the unique needs of Inflight Services, Customer Service, and Flight Operations. A unified design system was developed and applied across all three to ensure visual consistency and clarity.
The feedback collected from wear testers was reviewed by the Uniforms Team and incorporated into the next iteration of the uniform designs.
Safety campaign for all employees of United. A total of 25+ posters are to be distributed throughout United facilities.
Concept wall for the 11th-floor C-suite executive wall
The design team was tasked to lean into the theme "Inspiring the world to move thoughtfully."
The panel would be die-cut to let the background image shine through the backlit panel
The design team was tasked to lean into the theme "Inspiring the world to move thoughtfully."
The panel would be die-cut to let the background image shine through the backlit panel
