United Explorer
creative direction / brand design
Ask
Bring the United Explorer Card’s benefits to life through a simple, playful campaign idea that can work across film, OOH and digital.
My Role
Art Director → Senior Art Director
concept development / art direction / design systems
Decisions
My copywriting partner and I created “Rewarded” around a simple idea: wherever you go, there’s a reason to feel rewarded. I developed the visual “Rewarded” mnemonic that brought the idea to life, then carried it across film, OOH, digital and social.
For the second year, I led the year-two evolution that extended and refreshed the campaign’s visual language and built a style guide to keep the work consistent as it scaled.
Outcome
Double-digit year-over-year sign-up growth for two consecutive years
Increased average annual customer spend
6 industry awards: 2 ADDYs, 2 Tellys, 2 Midas
Promoted to Senior Art Director
