United MileagePlus®

Creating a global campaign that delivers results.




Senior Art Director

Client Needs

Loyalty Revenue-Marketing Services is the heart of the business for United. After a decade of focusing on operations, United was looking to improve their digital communication and customer experience and deliver streamlined, cost-efficient, high-performance digital marketing. 


I focused on a global design strategy, omnichannel creative narrative, and design innovation to deliver brand equity, engagement, and growth to customers, partners and marketing units. Artistry, technology & creativity working in synergy to support global business.

We implemented a modular system, with a scalable and stylish designcapable to support dynamic content and multiple languages.

Flying High

United MileagePlus program® delivered 71% of 2018 cash flow, generating $1.8 billion in earnings before EBITDA.

My focus was to create visual storytelling and graphic pieces that deliver visual knowledge, brand equity and ground-breaking performance. A creative impact that transforms every workstream and channel into opportunities to create value, quality leads, engage with customers and partners creating an omnichannel super experience.

A unified vision:Global Brand Style Guide

We created hundred pages styleguides for each specific initiative to streamline and safeguard the brand identity regarless the product, country or workstream. The brand identity is clear, sophysticated and detailed, pixel perfect from images, iconography, layouts and colors. These are a few samples...

Omnichannel brand impact: unleashing teams with a DAM strategy

Impact not only depends on the ideas, executions, and visual storytelling but also on how reliable, organized and fast to implement that content is. With so many workstreams and marketing teams around the world, we needed to implement an integrated DAM strategy to maximize collaboration, centralizing feedbacks, approvals, assets, and brand consistency to create an omnichannel brand impact and provide teams with trustworthy and real-time brand support.

Supporting our customers and audience in every step of their decision process.

From social media through Email marketing we created a visual style and design strategy for a global market, delivering engagement, quality leads, performance and revenue. Data-driven design, dynamic content, A/B testing, and optimization of every content create an impactful connection that drives smart business.