United Airlines

Airline rebrand targeting long-distance lone travelers.

Competitive Analysis & Moodboarding

Delta has international flights and domestic short flights are covered by Southwest. This leaves United Airlines one gap to fill: domestic long-distance.

From market research I also found that United is already well-suited for long-distance travelers since most of its hubs are in big cities.

I chose a slightly retro theme because of its high-end connotations without feeling too posh.


PDF Brand Guidelines


I am Peiran Tan, a senior of visual communication design at the University of Washington. I am open for freelance and looking for a full-time job.

I believe good design brings relief, utility, and, if possible, beauty, into ordinary people’s lives.




My special thanks to Forma’s designer, David Jonathan Ross, who generously lets me use his typeface on a student license.