UNITED: UNIFYING THE CULTURE
In 2013 United Airlines approached us with a problem that needed a solution. Having merged with Continental Airlines in 2010, United still found themselves in a battle of cultures as the two airlines’ workforce struggled to come together. The two main focuses revolved around their union and nonunion workforces and their continuity standards and practices across the airline.
Cold Harbor Creative produced messaging and creative to help alleviate the growing pains. Working with the internal marketing and creative teams at United as well as freelance production crews, we produced several internal communication videos for each topic. CHC helped the company create a culture of trust by producing media that communicated a clear comprehensive vision from management to frontline employees.