American Airlines' Heartlink
Designed a complete brand identity and activation experience for American Airlines' Family Fund in under two weeks, turning a low-awareness internal program into a recurring enterprise initiative with 80% attendance from the target audience.
Project Purpose
American Airlines' Family Fund supported employees through financial hardship. The problem: almost no one knew it existed.
A standard internal announcement wouldn't move the needle. The program needed a brand, a strategy, and an experience employees would actually feel.
The insight: Executive Assistants operate as informal communication hubs across every department at AA. Win their belief, and awareness scales enterprise-wide organically.
Our Solution
- Named the initiative "Heartlink," embedding "EA" within the word to position Executive Assistants as the emotional center of the program.
- Developed a full visual identity: logo system, color palette, and event brand built around the tagline "Party With Purpose."
- Wrote and designed story-driven email invitations and a custom registration experience.
- Produced campus wayfinding across American Airlines HQ, including environmental signage guiding attendees from arrival to activation.
- Designed and sourced live merch activations, putting the brand physically in attendees' hands.
- Delivered ideation through print production in 10 days, navigating enterprise HR approvals and multi-stakeholder alignment throughout.
Achieved Goals
80% EA attendance rate
10 Days Ideation to full brand activation
Expanded Program introduced to PepsiCo for adoption
Recurring Established as an annual initiative with executive endorsement
