CLIENT
UNITED AIRLINES
PROJECT ROLE
SENIOR ART DIRECTOR /DESIGN LEAD
My goal was to evolve CRM into a value engine: a scalable revenue driver that built lasting, meaningful relationships between United Airlines and its customers. An organic framework that met users where they were, turning data into stories that mapped to real journeys, needs, and motivations.
Every email became a moment: personalized, immersive, and purposeful. We reduced complexity, increased engagement, and delivered loyalty at scale.
A brand creative reimagined to inspire.
We created modular systems designed to scale organically, built to support thousands of assets with agility and consistency. Alongside a new brand style guide, we empowered teams to deliver cohesive, brand-driven visual impact across every touchpoint. We fused data, design, and strategy into a dynamic, tech-enabled platform, built to fuel acquisition, retention, and growth.
I wanted to turn emails into extensions of the journey, celebrating each customer’s milestones and enhancing brand trust. Through dynamic content powered by AI, Salesforce, and other tools, we delivered more than high-impact campaigns. We created unique moments and extended the dialogue and connection beyond performance. Each communication became a moment to ignite and renew the bond between the brand and its audience
Loyalty in Motion
A storytelling engine, blending editorial design with real-time data to deepen customer connection. From gamified journeys to tier celebrations, each touchpoint sparked emotion and action, contributing to a 400% boost in click-through rates and engaging over 1.5M MileagePlus members in a single send.
Great Systems Empower Design to Scale
Delivering exceptional design and scalable processes is essential to high-performance campaigns—especially when collaborating across global teams in 33+ markets and in 5 languages. It may not be as glamorous as designing a billboard or product, but without it, success doesn’t scale. I champion pipeline efficiency, brand consistency, and design systems that elevate creative production at every stage.
Selected examples from the full system
Unified vision. Operational Excellence.
The MileagePlus Global Brand Production System was built to unify creative vision with operational excellence—aligning design guidelines, production processes, and AI-driven personalization to deliver consistent, emotionally resonant content across global markets. These foundations empower the program to inspire millions—showing customers the most rewarding ways to earn and use miles, with the widest range of award destinations of any U.S. airline loyalty program. Whether it’s a dream getaway or something closer to home, MileagePlus helps travelers turn everyday moments into extraordinary journeys.
Scale Up Business
Research showed members struggled to understand their benefits, causing frustration and disengagement. By simplifying the experience and clarifying value, we unlocked growth—empowering users to see possibilities across touchpoints and driving deeper engagement with United’s products and partners.
Empower Users
By understanding users’ needs and pain points, we design experiences that feel personal. Content visualization became effortless and purposeful. From booking a flight to making a quick purchase, intuitive design empowers clients to reach their goals instantly. Simplicity, personalization, and relevance are the keys to creating truly meaningful journeys.
Brand Expansion
The Chase United card unlocks the Luxury Hotel & Resort Collection—connecting members to premier destinations with exclusive perks like breakfast for two, Wi-Fi, and unique property benefits. From room upgrades to late check-out, these experiences elevate loyalty and expand the brand through memorable travel moments.
