United, They Fly.

02/28 2017

Helping a major agency help a major airline redefine its purpose and values is not for the faint of heart. Good thing my ticker is in tip-top shape, because the pros at Prophet recently asked me to buckle up and return my seat and tray table to their upright and locked positions for a project aboard the one and only United Airlines.

From attending the employee work session in Chicago to helping write, rewrite and re-rewrite options of these critical brand messages, this is the kind of work that really makes me proud. The new vision for United launched at the airline’s leadership event earlier this year, and you can find details and videos from the big day on the United Hub.

See below for the final purpose and values language, and the next time you fly, make sure you choose the friendly skies of United. A billion thanks to Prophet for having me on the team.

Connecting People. Uniting The World.
Every day, we help unite the world by connecting people to the moments that matter most. This shared purpose drives us to be the best airline for our employees, customers and everyone we serve.

We Fly Right
On the ground and in the air, we hold ourselves to the highest standards in safety and reliability. We earn trust by doing things the right way and delivering on our commitments every day.

We Fly Friendly
Warm and welcoming is who we are.

We Fly Together
As a united United, we respect every voice, communicate openly and honestly, make decisions with facts and empathy, and celebrate our journey together.

We Fly Above and Beyond
With an ambition to win, a commitment to excellence, and a passion for staying a step ahead, we are unmatched in our drive to be the best.