United Airlines - Brand Hub
Strengthened Digital Confidence for United Airlines’ Globally-Recognized Brand
Challenges
As a global transportation leader, the consistent, quality-first representation of the United Airlines brand and messaging is a consistent priority. Much more than just a logo file and mission statement, brand management for United Airlines requires effective access, delivery, and use of thousands of assets.
While United Airlines had built a strong catalog of standardized brand resources, they were facing digital challenges with their existing brand hub solution. A fragmented technology stack had led to digital assets and brand resources being scattered across unconnected platforms, creating inefficiencies and making the brand hub very difficult to maintain. Search capabilities within the existing solutions were also very limited, hindering overall usability.
Explore United Airlines' Project on Digital Signage & Personalization
Solutions
United Airlines partnered with Americaneagle.com to replatform their brand hub to a centralized, high-performance digital platform. The flexible composability and pace-setting performance of Sitecore XM Cloud had proven successful for other digital initiatives at United Airlines, making it the preferred platform choice for the new brand hub. This was not a new agency partnership either, as Americaneagle.com had recently teamed with United Airlines to launch intelligent, Sitecore-driven travel gate displays in airport terminals throughout the world. The new brand hub, powered by Sitecore, would be built to confidently serve United Airlines, their internal creative teams, and thousands of external vendors internationally.
A modular, component-driven website architecture was developed within Sitecore Page Builder for the internal brand team of United Airlines. This flexible and intuitive content management environment empowered the editors to easily drag and drop elements for the independent construction and editing of webpages without the consistent need for developer intervention.
Advanced site search capabilities were critically important to the success of the new United Airlines brand hub. Coveo search platform solutions were intelligently integrated by the development team. With Coveo, brand hub users can now use faceted search filtering capabilities in any selected combination to refine search results by asset type, category, publication date, and more. This, paired with AI-modeled recommendations, has impactfully transformed search success within the brand hub.
The digital asset management (DAM) platform used by United Airlines proved to be a very capable contributor within the new brand hub’s tech stack. With well-structured asset alignment, data enhancement, and customized integration between the DAM and Sitecore, there is now a trusted connection between the single source of truth for all brand assets and the front-end website interface.
Maximizing Sitecore platform solutions for the new United Airlines brand hub aligned it with their other Sitecore implementations. By leveraging Sitecore’s page builder component capabilities and integrating advanced, AI-enabled search performance with Coveo, the Americaneagle.com development team implemented a modular, seamlessly integrated, and user-friendly brand hub solution that has significantly improved stakeholder access, capabilities, and successful utilization of global branding for United Airlines.
