American Airlines

A digital transformation, in one day

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.

Leading Digital Creative Across All Platforms

I oversaw the creative development for all customer-facing digital experiences—aa.com, mobile web, mobile apps, and airport infrastructure.

I led eight development teams to implement the new identity across American’s entire digital ecosystem, delivering:

  • New visual direction

  • New UX patterns

  • New content standards

  • Fully redesigned interfaces

All culminating in the unprecedented launch of the brand—rolled out globally in a single day.

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