United Polaris Louges-Branding 

uniquely United.embracing the energy of the local market and destinatioN.

Role: Sr. Designer Lead/AD, production. Work completed while at United Airlines. 

These new spaces provide a premium and dedicated facility for customers traveling in United Polaris business class and build on the brand’s promise to offer an industry-leading lounge-to-landing experience for international long-haul business class customers. In consecutive months, San Francisco, Newark, and Houston joined Chicago in the lineup of new Polaris lounges.

Approach and Outcome:
Working closely with interior space designers, brand, marketing, and operations teams to align on the goals of this luxury lounge experience.

A new design system was created that gives each lounge and location a unique, individual brand that maintains cohesiveness under the larger Polaris umbrella. The lounges have distinct destination flares throughout, from décor to food as guests move through and experience the space.

San Francisco>Asia routes: wave and fluidity of water
Newark> Europe routes: architecture and stained glass
Houston>South America Routes: patterned tiles

Brand elements were created to support the grand openings and expanded the experience on a day-to-day level. Some items included a lounge map with highlighted quick-facts, bar decals to showcase unique cocktails, signage and projector screens to showcase notable elements throughout the club, a 1-page menu, social media posts, kids menu, buffet cards and survey slips.