American: Case Study #1

Rebranding an icon

After four decades of flying under the same logo and livery, American was ready for an identity that its customers would see on planes but also feel in a more meaningful way, across a variety of experiences the world over.

As the Brand Manager of Visual Identity, I partnered with FutureBrand, a leading international branding and design agency, in the creative direction, concepting, development and implementation of the new American Airlines visual identity across all external and internal touch points.

American’s new brand identity has won a Clio award for Brand Identity design and was a finalist for the 2013 Fast Company Innovation by Design awards.

American: Case Study #2

A Digital Re-Imaging

American understood digital would play a major role in the launch of their new brand. American’s digital touch points reach millions of customers a day, and American wanted to ensure the new brand was reflected in every part of the digital customer journey. I lead the creative development for all of American’s digital platforms and coordinated with eight development teams to implement and launch the new brand globally, on one day - brand launch -January 17, 2013.

Digital platforms included:

- American’s corporate website - aa.com
- 5000 network-wide self-service kiosks
- Mobile apps, both iOS and Android
- System-wide gate displays
- Over 20 marketing emails
- All social media touch points
- Corporate Intranet