A person digitally aligning a screen.

Digital Alignment

Creating a seamless experience


MBLM was tasked with aligning and bringing the new identity to life across the airline’s complex digital universe. Using the customer journey as a blueprint for ensuring a seamless brand experience, MBLM focused on the key touchpoints that would impact the user while booking, at the airport, on the flight and across social channels. To reimagine the mobile, web, social experience, gates and kiosks, we applied four guiding principles — personalization, consistency, simplicity and usability. We created modular graphic user interface kits, digital guidelines and detailed product specifications to enable these principles to scale across the organization over time. Today, the new aa.com already acts as a hub to bring the new brand vision to life.


Through MBLM’s work, the American Airlines’ digital customer journey leads the first wave of the brand rollout to deliver on the new American brand promise and positively impact millions of customers.

American airlines website design.
A mobile phone with various icons on it.
A mobile phone with a blue and white design.
American airlines digital solutions.
A laptop, tablet, and phone are displaying a travel website.
American airlines website before and after.
A mobile phone, tablet, and a laptop are shown on a screen.

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