WAYFINDING SIGNAGE SYSTEM
United Airlines
SCOPE OF WORK INCLUDED
Design, Art Direction, Signage System, UX
COLLABORATORS
Wolff Olins team
Jane Boynton, Sr. CD
Erik Yang, ACD
Draeger Gillespie, Motion
Frederico Phillips, 3D
WAYFINDING SIGNAGE SYSTEM
United Airlines
SCOPE OF WORK INCLUDED
Design, Art Direction, Signage System, UX
COLLABORATORS
Wolff Olins team
Jane Boynton, Sr. CD
Erik Yang, ACD
Draeger Gillespie, Motion
Frederico Phillips, 3D
WAYFINDING SIGNAGE SYSTEM
United Airlines
SCOPE OF WORK INCLUDED
Design, Art Direction, Signage System, UX
COLLABORATORS
Wolff Olins team
Jane Boynton, Sr. CD
Erik Yang, ACD
Draeger Gillespie, Motion
Frederico Phillips, 3D
WAYFINDING SIGNAGE SYSTEM
United Airlines
SCOPE OF WORK INCLUDED
Design, Art Direction, Signage System, UX
COLLABORATORS
Wolff Olins team
Jane Boynton, Sr. CD
Erik Yang, ACD
Draeger Gillespie, Motion
Frederico Phillips, 3D
WAYFINDING SIGNAGE SYSTEM
United Airlines
SCOPE OF WORK INCLUDED
Design, Art Direction, Signage System, UX
COLLABORATORS
Wolff Olins team
Jane Boynton, Sr. CD
Erik Yang, ACD
Draeger Gillespie, Motion
Frederico Phillips, 3D
CHALLENGE
United Airlines, the world’s largest global carrier, is transforming how people experience its brand—shifting from a transactional, authoritative presence to a more human-centered, welcoming identity that celebrates global diversity.
However, previous brand systems lacked cohesion, with inconsistent verbal and visual expressions relying on technical jargon. Excessive, disproportionate signage contributed to visual clutter, making navigation difficult for travelers.
OPPORTUNITY
With its new positioning, “Inspiring the world to move thoughtfully,” United had the chance to redefine its global wayfinding experience to align with its evolving identity. Refreshing its signage system was key to reinforcing this transformation—enhancing clarity, improving navigation, and ensuring consistency across while remaining adaptable across physically and digitally.
OUTCOME
We developed a global signage system that embodies United’s positioning through three key principles: Clarity, Dynamism, and Uniqueness.
The redesigned signs confidently—both physical and digital—guide travelers, integrating thoughtful color, typography, and iconography for intuitive, human-centered navigation. Each element ensures essential information is delivered clearly while strengthening United’s distinct brand presence. The system enhances user experience and aims to reduce transit times by up to 30 minutes.
ROLE
As Associate Creative Director, I led the design of an innovative, user-centered wayfinding system for United Airlines, enhancing navigation, accessibility, and brand consistency across the traveler experience.
– Designed and codified a scalable wayfinding system that simplifies navigation and strengthens brand perception.
– Developed a cohesive brand toolkit, including visual assets, iconography, and design guidelines, ensuring consistent implementation.
– Conducted on-site usability testing to refine designs and optimize the traveler experience.
CHALLENGE
United Airlines, the world’s largest global carrier, is transforming how people experience its brand—shifting from a transactional, authoritative presence to a more human-centered, welcoming identity that celebrates global diversity.
However, previous brand systems lacked cohesion, with inconsistent verbal and visual expressions relying on technical jargon. Excessive, disproportionate signage contributed to visual clutter, making navigation difficult for travelers.
OPPORTUNITY
With its new positioning, “Inspiring the world to move thoughtfully,” United had the chance to redefine its global wayfinding experience to align with its evolving identity. Refreshing its signage system was key to reinforcing this transformation—enhancing clarity, improving navigation, and ensuring consistency across while remaining adaptable across physically and digitally.
OUTCOME
We developed a global signage system that embodies United’s positioning through three key principles: Clarity, Dynamism, and Uniqueness.
The redesigned signs confidently—both physical and digital—guide travelers, integrating thoughtful color, typography, and iconography for intuitive, human-centered navigation. Each element ensures essential information is delivered clearly while strengthening United’s distinct brand presence. The system enhance user experience and reducing transit times by up to 30 minutes.
ROLE
As Associate Creative Director, I led the design of an innovative, user-centered wayfinding system for United Airlines, enhancing navigation, accessibility, and brand consistency across the traveler experience.
– Designed and codified a scalable wayfinding system that simplifies navigation and strengthens brand perception.
– Developed a cohesive brand toolkit, including visual assets, iconography, and design guidelines, ensuring consistent implementation.
– Conducted on-site usability testing to refine designs and optimize the traveler experience.
CHALLENGE
United Airlines, the world’s largest global carrier, is transforming how people experience its brand—shifting from a transactional, authoritative presence to a more human-centered, welcoming identity that celebrates global diversity.
However, previous brand systems lacked cohesion, with inconsistent verbal and visual expressions relying on technical jargon. Excessive, disproportionate signage contributed to visual clutter, making navigation difficult for travelers.
OPPORTUNITY
With its new positioning, “Inspiring the world to move thoughtfully,” United had the chance to redefine its global wayfinding experience to align with its evolving identity. Refreshing its signage system was key to reinforcing this transformation—enhancing clarity, improving navigation, and ensuring consistency across while remaining adaptable across physically and digitally.
OUTCOME
We developed a global signage system that embodies United’s positioning through three key principles: Clarity, Dynamism, and Uniqueness.
The redesigned signs confidently—both physical and digital—guide travelers, integrating thoughtful color, typography, and iconography for intuitive, human-centered navigation. Each element ensures essential information is delivered clearly while strengthening United’s distinct brand presence. The system enhance user experience and reducing transit times by up to 30 minutes.
ROLE
As Associate Creative Director, I led the design of an innovative, user-centered wayfinding system for United Airlines, enhancing navigation, accessibility, and brand consistency across the traveler experience.
– Designed and codified a scalable wayfinding system that simplifies navigation and strengthens brand perception.
– Developed a cohesive brand toolkit, including visual assets, iconography, and design guidelines, ensuring consistent implementation.
– Conducted on-site usability testing to refine designs and optimize the traveler experience.
CHALLENGE
United Airlines, the world’s largest global carrier, is transforming how people experience its brand—shifting from a transactional, authoritative presence to a more human-centered, welcoming identity that celebrates global diversity.
However, previous brand systems lacked cohesion, with inconsistent verbal and visual expressions relying on technical jargon. Excessive, disproportionate signage contributed to visual clutter, making navigation difficult for travelers.
OPPORTUNITY
With its new positioning, “Inspiring the world to move thoughtfully,” United had the chance to redefine its global wayfinding experience to align with its evolving identity. Refreshing its signage system was key to reinforcing this transformation—enhancing clarity, improving navigation, and ensuring consistency across while remaining adaptable across physically and digitally.
OUTCOME
We developed a global signage system that embodies United’s positioning through three key principles: Clarity, Dynamism, and Uniqueness.
The redesigned signs confidently—both physical and digital—guide travelers, integrating thoughtful color, typography, and iconography for intuitive, human-centered navigation. Each element ensures essential information is delivered clearly while strengthening United’s distinct brand presence. The system enhance user experience and reducing transit times by up to 30 minutes.
ROLE
As Associate Creative Director, I led the design of an innovative, user-centered wayfinding system for United Airlines, enhancing navigation, accessibility, and brand consistency across the traveler experience.
– Designed and codified a scalable wayfinding system that simplifies navigation and strengthens brand perception.
– Developed a cohesive brand toolkit, including visual assets, iconography, and design guidelines, ensuring consistent implementation.
– Conducted on-site usability testing to refine designs and optimize the traveler experience.
CHALLENGE
United Airlines, the world’s largest global carrier, is transforming how people experience its brand—shifting from a transactional, authoritative presence to a more human-centered, welcoming identity that celebrates global diversity.
However, previous brand systems lacked cohesion, with inconsistent verbal and visual expressions relying on technical jargon. Excessive, disproportionate signage contributed to visual clutter, making navigation difficult for travelers.
OPPORTUNITY
With its new positioning, “Inspiring the world to move thoughtfully,” United had the chance to redefine its global wayfinding experience to align with its evolving identity. Refreshing its signage system was key to reinforcing this transformation—enhancing clarity, improving navigation, and ensuring consistency across while remaining adaptable across physically and digitally.
OUTCOME
We developed a global signage system that embodies United’s positioning through three key principles: Clarity, Dynamism, and Uniqueness.
The redesigned signs confidently—both physical and digital—guide travelers, integrating thoughtful color, typography, and iconography for intuitive, human-centered navigation. Each element ensures essential information is delivered clearly while strengthening United’s distinct brand presence. The system enhance user experience and reducing transit times by up to 30 minutes.
ROLE
As Associate Creative Director, I led the design of an innovative, user-centered wayfinding system for United Airlines, enhancing navigation, accessibility, and brand consistency across the traveler experience.
– Designed and codified a scalable wayfinding system that simplifies navigation and strengthens brand perception.
– Developed a cohesive brand toolkit, including visual assets, iconography, and design guidelines, ensuring consistent implementation.
– Conducted on-site usability testing to refine designs and optimize the traveler experience.
As the new mission strives for shifting the brand to be more diverse, expressive, thoughtful, and dynamic, three distinct behaviors of the brand system define its dynamic visual expression.
Three states of behaviors, Build, Ripple, and Linear, are all devised from the square that is a foundational element of the new system. Clean, simple, and a direct design connection to the United’s symbol.
As the new mission strives for shifting the brand to be more diverse, expressive, thoughtful, and dynamic, three distinct behaviors of the brand system define its dynamic visual expression.
Three states of behaviors, Build, Ripple, and Linear, are all devised from the square that is a foundational element of the new system. Clean, simple, and a direct design connection to the United’s symbol.
As the new mission strives for shifting the brand to be more diverse, expressive, thoughtful, and dynamic, three distinct behaviors of the brand system define its dynamic visual expression.
Three states of behaviors, Build, Ripple, and Linear, are all devised from the square that is a foundational element of the new system. Clean, simple, and a direct design connection to the United’s symbol.
Visual System
New signage systems bring to life United’s new positioning with three key principles; Clarity, Dynamism, and Uniqueness.
Clarity: Purposeful systems that make the customer’s experience as easy as possible, reducing stress while increasing confidence and assurance.
Dynamism:Integrate physical and digital throughout the customer experience and use digital signs to bring movement, flexibility, and adaptability.
Uniqueness: The system offers an experience that feels authentic to the new United brand through welcoming and inclusive language.
This square of the United logo mark becomes the foundation of the signage system. The flexible and modular system governs both physical and digital signage with clear purpose.
Visual System
New signage systems bring to life United’s new positioning with three key principles; Clarity, Dynamism, and Uniqueness.
Clarity: Purposeful systems that make the customer’s experience as easy as possible, reducing stress while increasing confidence and assurance.
Dynamism:Integrate physical and digital throughout the customer experience and use digital signs to bring movement, flexibility, and adaptability.
Uniqueness: The system offers an experience that feels authentic to the new United brand through welcoming and inclusive language.
This square of the United logo mark becomes the foundation of the signage system. The flexible and modular system governs both physical and digital signage with clear purpose.
Physical Signage
United’s physical signage includes three dimensional entry & designation pillars, and many other two dimensional pieces.
The three dimensional signs function figuratively as a beacon/lighthouse that offer clear navigation to travelers at airports. Crowned by an illuminated United blue square, the towering pillars are easily found at crowded open space in airports.
Video Walls
United Airlines primary hubs offer a more thorough and intimate visitor experience during the check-in process by including media walls in conjunction with physical signage.
Video walls in Denver Airport inhere the graphic system that was established for the physical signage.
Modular systems of the physical signage are transformed into motion, showcasing the same navigational information for travelers to engage with.
The cohesive visual language provides a dynamic solution for travelers who want to begin their journey with seamless and stress-free navigation.
Video Walls
United Airlines primary hubs offer a more thorough and intimate visitor experience during the check-in process by including media walls in conjunction with physical signage.
Video walls in Denver Airport inhere the graphic system that was established for the physical signage.
Modular systems of the physical signage are transformed into motion, showcasing the same navigational information for travelers to engage with.
The cohesive visual language provides a dynamic solution for travelers who want to begin their journey with seamless and stress-free navigation.
Contents on video walls showcase two folds; informative screens and visceral nature footage shown above. Integration of those two elements with organic transitions generate at transporting feeling before actual flight experiences.
ryz
r y z
r y z
r y z
ryz
r y z