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 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.

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