UNITED’S LARGEST ROUTE ANNOUNCEMENT YET
Team: In-house at United Airlines
Role: Graphic designer & producer
The project:
In the summer of 2026, United Airlines announced 10 new international routes. It was the largest route announcement in the history of the airline. These new routes included non-stop service from New York/Newark to Ibiza, San Francisco to Okinawa, Washington D.C. to Toulouse, and more.
To help promote sales of these new flights, I worked on a quick-to-market campaign that spanned paid social media, email, web, and mobile app.
The strategy:
Emphasize The Scale
To fully capture the size of this route announcement, the design strategy was led by a simple motto: Show all of the new destinations. I utilized motion graphics, GIF development, and image collages to give visual credit to each new destination.
Straightforward Messaging
In the concepting phase, my writing partner and I found that highlighting 10 destinations across the campaign could lead to extensive, busy, and visually complicated visuals.
The solution we found was to create a unified message that was simple and straightforward. This would make campaign touchpoints easy to understand and to navigate.
The Impact:
Massive Audience Reached
Successfully reached an audience of over 4 million people across the United States, Italy, France, Spain, and Japan.
Cross-Functional Collaboration
The route announcement was an enterprise-wide initiative. I worked alongside our Creative Services team to align on creative in order to present unified visuals. This visual unity across the enterprise strengthened the campaign.
Driving Bookings
This campaign successfully led to bookings for these new destinations.