Challenge
United Airlines’ primary hubs in Chicago, Houston, and Newark, NJ lacked a cohesive, emotionally engaging wayfinding and environmental graphics system. Existing signage struggled with legibility at scale, slowed passenger decision-making, and missed an opportunity to create a memorable brand experience across high-traffic terminal environments.

Solution
I Developed a unified airport wayfinding and graphic system in collaboration with Lippincott, introducing a distinctive brand pattern and immersive, dialog-driven, textural wall graphics to elevate the passenger experience. Increased type sizes and implemented a refined color system to improve readability at distance and enable faster navigation. The work also extended beyond visuals through a comprehensive Customer Experience Map, POV deck, and strategic language framework to guide consistent, scalable application across terminal environments—transforming transit spaces into welcoming, on-brand experiences that build excitement for travel.